The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!

The first thing you need to “fix your message indelibly in the mind” is not a message at all. It’s a mind. An innocent mind. A mind that has not been burnished by someone else’s brand. What’s true in business is true in nature too. “Imprinting” is the term animal biologists use to describe the first encounter between a newborn animal and its natura

To find a unique position, you must ignore conventional logic. Conventional logic says you find your concept inside yourself or inside the product. Not true. What you must do is look inside the prospect’s mind. You won’t find an “uncola” idea inside a 7-Up can. You find it inside the cola drinker’s head.