Marketing Law 7 - Ladder

If everybody is screaming that they’re the best, it won’t take the public too long to figure out who is actually on top, and thereby dismiss the other claimants. It’s to your advantage to figure out your place on the ladder of public perception and make your marketing moves accordingly.

Marketing is kind of like chess. You must strategize and make calculated moves to stay ahead of your opponents. You must play your hand according to what rank you're holding. If you're sitting pretty at the top, you can afford to take a few more risks and be a little more flashy or authoritative with your marketing tactics. Maybe even flex from time to time.

But if you're hanging out in second or third place, you may need to play it differently, and focus on what sets you apart from the top dog. Are you faster? Are you more affordable? Do you take a little more time and “do things right?” Your positioning is a big part of your branding, whether you know it or not.

Above all, take advantage of whatever rung of the ladder you’re currently clinging to, and focus on what makes your company uniquely perfect for your potential target audience! And if all else fails, remember that humor sells.

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