Immutable Laws Of Marketing: Violate Them At Yo... Site

It’s better to be first than it is to be better. People remember Neil Armstrong; few remember the second person on the moon. In marketing, being the first brand in a new category is the ultimate shortcut to the consumer's mind.

Violating these laws usually leads to "marketing arrogance"—the belief that the brand name alone is what sells, rather than the position that name holds. Immutable Laws of Marketing: Violate Them at Yo...

This is the one most often violated. When a company is successful with one product (e.g., A1 Steak Sauce), they often try to put that name on everything else (A1 Poultry Sauce). It almost always dilutes the original brand's power. It’s better to be first than it is to be better