Law #6 - Marketing Maven Tips and Tricks - Exclusivity

Law #6 - Marketing Maven Tips and Tricks 

Feature (Book):  The 22 Laws of Immutable Marketing by Al Ries and Jack Trout   

I've come across this a few times.  You see something and go ARGH I wish we had thought of that.  Its okay, your phrase or word will come.  Read a lot, look at art, read articles on, go for a walk.  You will find your tag line, catch phrase, defining moment sometimes by looking out the window.  I know I do. 

Law # 6 --Exclusivity  

No two companies can own the same word in the mind of the prospect or customer.   

If a competitor already owns a word, don’t try and attempt to own the same word. Instead, find a different, unique word you can focus on owning. In fact, if you try and steal the word owned by a competitor, your marketing efforts will end up reinforcing their position. Some marketers propose that if you spend enough money (preferably with them), you can come to own the idea someone else currently owns. Invariably, this ends up being a waste of resources. People don’t like to change their minds -- and will only do so infrequently if at all. Therefore, you’re always going to be far better off working towards owning a name that no one else in the marketplace owns. for more… 

Written by Head Maven & CEO, Heather Newman

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