This is a quick read. It covers all 22 laws + introduction + a warning chapter + index in 143 pages. But you'd most likely revisit it as a reference every now and then.
The writing is concise. The examples are clear albeit outdated. To give you a taste of what's inside, here's a list of the first 10 laws:
1. The Law of Leadership
It's better to be first than it is to be better.
2. The Law of the Category
If you can't be first in a category, set up a new category you can be first in.
3. The Law of the Mind
It's better to be first in the mind than to be first in the marketplace.
4. The Law of Perception
Marketing is not a battle of products, it's a battle of perceptions.
5. The Law of Focus
The most powerful concept in marketing is owning a word in the prospect's mind.
6. The Law of Exclusivity
Two companies cannot own the same word in the prospect's mind.
7. The Law of the Ladder
The strategy to use depends on which rung you occupy on the ladder.
8. The Law of Duality
In the long run, every market becomes a two-horse race.
9. The Law of the Opposite
If you're shooting for second place, your strategy is determined by the leader.
10. The Law of Division
Over time, a category will divide and become two or more categories.
One of the most interesting laws is the Law of Line Extension, which states that extending the equity of a brand leads to its downfall. I couldn't stop thinking about Google while reading that chapter....Continua