Marketing Law 14 - Attributes

The world of marketing is a complex and ever-evolving field. With new trends and technologies emerging every day, it can be challenging to stand out from the crowd. One of the fundamental laws of marketing is the 14th law, which states that for every attribute used in marketing, there is an opposite attribute that someone else can use to effectively brand, then market a similar product, service, or company to a different segment of potential audience.

This means that no matter how unique or innovative someone’s marketing strategy may be, there is always the potential for you to use the exact opposite strategy and be successful. This law highlights the importance of constantly adapting and staying ahead of the competition in the dynamic world of marketing.

It also highlights the need for thorough forethought in your industry. Is there another company or product that’s light years beyond everyone? What would the opposite of their branding look like? And if you’re the frontrunner, could someone else capitalize on a hole in your chosen branding?

Marketers that are able to capitalize on this principle truly have a chance to show you what they’re made of. It’s one thing to be the kind of spin-doctor that deflects questions in a politically charged interview. It’s quite another to be able to spin the opposite attributes of a successful company or product in such a way that resonates with enough potential customers to be viable.

(Adapted from "The 22 Immutable Laws of Marketing" by Ries & Trout)