1993 two masters jointly published "22 business rules", which summarized the essence of positioning theory into 22 simple and clear rules. As the last work of 25 years cooperation between the two masters, this book has been sought after by entrepreneurs from all over the world as soon as it was published, and has long occupied the forefront of the bestseller list. Al Ries ()
Chairman of Reese Partners (Global) Marketing Company, legendary master in marketing history, top marketing strategist in the world, and one of the founders of positioning theory. In 2008, as the only winner in the field of marketing strategy, AL Ries, together with peter drucker, the father of management science, and Jack Welch, the former CEO of General Electric, was named "Top Ten Business Masters in the World" by Advertising Times. As the first author, he and Jack Trout co-authored world-famous marketing classics such as Positioning, Commercial War, Marketing Revolution, 22 Business Rules, and Life Orientation, and contributed the core ideas in these works and wrote the main contents. Since 1990s, AL Ries and his daughter Laura Rees have published works such as Focus, Origin of Brand and War in the Board of Directors, which have pushed the positioning theory to a new peak. AL Ries specializes in consulting the marketing strategies of Fortune 500 companies such as Microsoft, Procter & Gamble and General Electric.
Jack Trout (Jack Trout)
One of the world's top marketing strategists and founders of positioning theory has been constantly creating and perfecting positioning theory in more than 40 years of actual combat. His works include Positioning, Relocation, Positioning in Life, Being Different, Obviously, Commercial War, Marketing Revolution and other bestsellers. President of trout Global Partners, one of the most prestigious international strategic consulting companies in the United States, has branches in 28 countries around the world. The most systematic, authoritative, complete and official exclusive authorized version.
American CEO is most afraid of strange business books read by competitors.
Reese and trout, two positioning masters, ended their 25-year cooperation.
Twenty-two simple and clear laws summarize the essence of positioning theory and have been selling well for 20 years.
This book is dedicated to eliminating mysteries and misunderstandings in the marketing process. To readers in China.
Chinese version order
Foreword 1 (Deng Delong)
Preface II (Zhang Yun)
Preface III (Wang Fanghua)
order
Law 1 leading law ∨ 1
Rule of leadership
Being the first is better than doing it. It is much easier to hold preconceived ideas in the minds of potential customers than to convince them that your product is superior to the first brand in this field.
Rule 2 Category Rule ∑ 1 1
Category rule
If you can't enter a category first, then create a category and make yourself the first.
Rule 3 Mind Rule ∥ 17
The law of the mind
Marketing is a war of cognition, not products, and should enter the mind before entering the market.
Law 4 Cognitive Law ∨23
Perceptual law
There is no objective reality, no facts and no best products in the marketing field. What exists is only the cognition in the minds of customers or potential customers. Only this cognition is a fact, and everything else is an illusion.
Law 5 Focus Law ∑3 1
Focus law
The focus of marketing is focus. Narrowing your business scope will make you strong, and chasing all your goals will make you accomplish nothing.
Law 6 Ownership Law ∑4 1
Exclusivity rule
When your competitor already has a pronoun or status in the eyes of potential customers, it is futile for you to have the same pronoun again.
Law 7 Ladder Law ∨47
Ladder law
Not all products are created equal. Potential customers always rank brands when making a purchase decision. For each category, a ladder with purchasing order will be formed in customers' minds, and each brand will occupy a ladder.
Law 8 Binary Law ∨55
Binary rule
From a global and long-term perspective, you will find that the market often evolves into a situation in which two big brands compete-usually one is a trustworthy old brand and the other is a rising star.
Law 9 Law of Opposition ∑63
Law of opposites
If you want to be the second in the market, then your strategy should be decided by the first. There are weaknesses hidden in strength. For any powerful leading company, the second company has the opportunity to break through it and turn its advantages into disadvantages.
Law 10 differential law ∑7 1
Division rule
Each category always starts with a single category, but after a period of time, this category begins to divide into several small categories.
Law 1 1 long-term law ∨79
Perspective law
In the short term, promotion can increase the company's sales; But in the long run, promotion will only reduce the sales of the company, because it teaches customers not to buy things at "normal" prices.
Law 12 Extended Law ∨87
Law of linear extension
More is less. The more products, the bigger the market, the longer the front, and the less money you earn.
Law 13 Law of Sacrifice ∨97
The law of sacrifice
There seems to be a religious belief that a bigger net can attract more customers. But it turns out the opposite.
Law 14 Characteristic Law ∑ 107
Attribute rule
Marketing is a cognitive competition. If you want to succeed, you must have your own unique cognition or characteristics, and start marketing with this as the center. If there is no special feature, you'd better lower the price.
Law 15 Integrity Law ∨ 1 13
The law of honesty
The most effective way to make your product deeply rooted in people's hearts is to admit your shortcomings first and then turn them into advantages.
Law 16 Unique Law ∑ 1 19
Singularity law
In most cases, your competitors have only one weak link that is easy to be broken, and it is this link that should be the focus of your all-out attack.
Law 17 Unforeseen Law ∨ 127
Law of unpredictability
One of the ways to deal with the unforeseeable future situation is to establish a flexible enterprise organization. If you want to survive for a long time, you must make changes when the market of your business category changes fundamentally, and you can make changes quickly.
Law 18 Law of Success ∑ 135
The law of success
Success often leads to rashly extending the product line. When a brand is successful, the company will think that a good name is the fundamental reason for its success, so it is eager to give other products the same name.
Law 19 failure law ∑ 143
The law of failure
Doing nothing in the face of the wrong reality is a very bad thing, which is not conducive to your career. A better strategy is to find mistakes as soon as possible and take timely measures to stop losses.
Law 20 Speculation Law ∨ 149
Speculation rule
Hype is hype. The real revolution is not a trumpet parade at noon, nor will it appear in the news report at 6 pm. The real revolution will come quietly at midnight.
Rule 2 1 trend rule ∨ 157
Law of acceleration
If you face a rapidly rising industry and have all the characteristics of fashion, then you'd better downplay fashion. By downplaying fashion, you can make it popular for a long time, thus making it more like a trend.
Law 22 Law of Resources ∨ 163
Law of resources
Marketing is a game of customer cognition. You need funds to get your ideas into the hearts of potential customers, and once you enter, you also need funds to keep your ideas in the hearts of customers.
Recommendation ∨ 170
Application of Appendix A's Positioning Thought ∨ 172
Appendix b entrepreneur's speech ∨ 175