Essay heading: 22 Immutable Laws of Marketing

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September 10, 1996






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Companies' who venture out to be pioneers in their categories often become the generic names used for those products, such as Xerox, Kleenex, and Coke. If you are entering an area in the market that has already been established, then set up a new category you can be first in. Everyone is interested in what is new, and you will have no competition...
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Everyone is interested in what is new, and you will have no competition. But more importantly, it is better to be first in people's mind than to be first in the marketplace. "Being first in the mind is everything in marketing. Being first into the marketplace is important only to the extent that it allows you to get into the mind first...
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