Law of leadership Law of Category Law of Mind

2. Def. of
The process involved in creating a unique
name and image for a product in the
consumers’ mind.
Branding aims to establish a significant and
differentiated presence in the market that
attracts and retains loyal customers.

4. » was the first person to walk on the moon. Who was
second???
» was the first president of the United States. Who
was second???

5. Was the 1st ibuprofen, Advil has 51 percent of the
ibuprofen market .
Was the first brand of acetaminophen. Tylenol is so
far ahead of the No. 2 brand that it's hard to determine
who is No. 2

6. Was the 1st amoxicillin clavulanate in Egyptian market ,
Augmentin is No.1 product in antibiotic market in
Egypt.

7. • It’s better to be first than it’s to be better.
• “ the basic issue in marketing in creating a
category you can be first in”
• It’s much easier to get into the mind first
than it’s to try to convince someone you
have a better product than the one that did
get into the mind first.

8. 1st minivan introduced by Chrysler.
Although Chrysler possess 10% car market
but 50% of minivan market.
…so is it all about making better cars?
No, it’s about being first….

9. ….one reason the first brand often leads
is because it’s name becomes generic…
when introducing the first brand in a new
category, always try to select a name that
can work generically. Brand names
become generic.

10. Not the 1st product become a leader but also
The sales order of follow-up brands often
matches their introduction…
EX, Pregabalin Market

11. …people perceive the first product in
their mind as superior, and marketing is
the battle of perceptions, not products.
If you are 2nd, you are not doomed

12. Law of category
WHEN YOU LAUNCH A NEW PRODUCT
DON’T ASK HOW OR IF IT’S BETTER
THAN THE COMPETITION…ASK
WHAT…WHAT CATEGORY IS THIS
PRODUCT FIRST IN?
IF YOU CAN’T BE FIRST…. SETUP A NEW
CATEGORY YOU CAN BE FIRST IN….

13. Expand the category by promoting the
benefits of the category, not the brand.

14. Total Market
Other Share
Your Porduct

15. Law of Mind
Duryea 1893
first successful gas-engine vehicle
1st search engine 1990

16. Law of Mind modify Law of Leadership
“It’s better to be 1st in Mind than to be 1st in
Marketplace.”
Being 1st in The Mind is everything in
Marketing.
Being 1st in The Marketplace is important
only to extent that allows you to get into the
Mind 1st

17. Ex. Mainframe computers (supercomputers)
Remington was 1st with UNIVAC.
IBM wasn’t Massive Marketing
Perceived first

18. The battle is in the Mind