March 21, 2018 Brian Allain

The Law of Focus

The most powerful concept in marketing is owning a word in the prospect’s mind.

 

If the given words are computer, copier, chocolate bar, and cola, the four most associated words are IBM, Xerox, Hershey’s, and Coke.

 

[the above was written in 1993]

 

– Al Ries and Jack Trout – “The 22 Immutable Laws of Marketing”