{"id":2019,"date":"2007-10-09T23:39:27","date_gmt":"2007-10-10T06:39:27","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=2019"},"modified":"2007-10-09T23:41:24","modified_gmt":"2007-10-10T06:41:24","slug":"think-category-first-brand-second","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2019\/think-category-first-brand-second\/","title":{"rendered":"Think Category First, Brand Second"},"content":{"rendered":"

\"22One of the true pioneers of what is referred to in marketing as “positioning” is Al Ries. Al Ries and Jack Trout wrote the groundbreaking book, “Positioning, The Battle for Your Mind<\/a>“. It is probably the most influential book on advertising ever written. That statement is on the cover of their 20th anniversary edition of their book. I really doubt anyone who knows much about marketing or advertising would dispute it.<\/p>\n

My favorite book by Ries and Trout is “The 22 Immutable Laws of Marketing<\/a>“. I believe anyone who is going to spend any<\/u> money advertising would benefit from reading and understanding that book.<\/p>\n

Here is a post<\/a> I ran across today by Al Ries – that drives the point of one of those immutable laws home – that I thought was so good I wanted to pass it along.<\/p>\n","protected":false},"excerpt":{"rendered":"

One of the true pioneers of what is referred to in marketing as “positioning” is Al Ries. Al Ries and Jack Trout wrote the groundbreaking book, “Positioning, The Battle for Your Mind“. It is probably the most influential book on advertising ever written. That statement is on the cover of their 20th anniversary edition of […]<\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[6],"tags":[],"class_list":{"0":"post-2019","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-marketing","8":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":678,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/678\/what-is-marketing-anyway\/","url_meta":{"origin":2019,"position":0},"title":"What IS Marketing Anyway?","author":"Russell Shaw","date":"November 24, 2006","format":false,"excerpt":"In early 2006, the former president of Realtor.com, Steve Ozonian was appointed Chairman of the Board and Chief Executive Officer of Realty Information Systems, Inc. dba Help-U-Sell Real Estate. Just prior to this time, he was living in Laguna Niguel, California, where he had a home to sell. Would it\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3261,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3261\/if-you-commit-yourself-to-delivering-a-premium-listing-trying-to-cheap-it-out-will-instruct-you-in-the-previously-unknown-23rd-immutable-law-of-marketing-anti-marketing-is-worse-than-no-marketing\/","url_meta":{"origin":2019,"position":1},"title":"If you commit yourself to delivering a premium listing, trying to cheap it out will instruct you in the previously-unknown 23rd Immutable Law of Marketing: Anti-marketing is worse than no marketing","author":"Greg Swann","date":"June 23, 2008","format":false,"excerpt":"Idea-by-idea, house-by-house, we are writing the book on the art of listing premium-priced homes for sale. The things we do are often beyond useless at lower price points, and we're not a part of the canapes and cocktails circuit where high-end homes are sold. But for executive homes, luxury homes,\u2026","rel":"","context":"In "Egoism in Action"","block_context":{"text":"Egoism in Action","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/egoism-in-action\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":446,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/446\/blogoff-post-69-the-language-of-differentiation\/","url_meta":{"origin":2019,"position":2},"title":"Blogoff Post #69: The language of differentiation . . . ?","author":"Greg Swann","date":"September 26, 2006","format":false,"excerpt":"From the Problogger 'How To...' Group Writing Project, Kevin Price writes on \"The language of differentiation\":Only if we are correctly positioned can a difference have the desired effect. That is, a customer must perceive our position as being relevant to his or her needs, and different from that of our\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2854,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2854\/are-you-a-marketer-advertiser-or-a-salesperson\/","url_meta":{"origin":2019,"position":3},"title":"Are you a Marketer, Advertiser or a Salesperson?","author":"Barry Cunningham","date":"March 30, 2008","format":false,"excerpt":"When you see a commercial on television, are you being sold to or being marketed to? When you're at a sporting event and you see the Goodyear blimp, are you being sold to or being marketed to? When you see a billboard on the highway...well you see where this is\u2026","rel":"","context":"In "General"","block_context":{"text":"General","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/general\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3087,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3087\/sometimes-ticking-people-off-is-exactly-the-intent\/","url_meta":{"origin":2019,"position":4},"title":"Sometimes Ticking People Off Is Exactly The Intent","author":"Barry Cunningham","date":"May 11, 2008","format":false,"excerpt":"Established in 1965, Benetton is present in 120 countries around the world. It presently has global sales in excess of $2 Billion dollars annually. Yet many in the mainstream find their advertising and marketing strategies downright offensive. The aim of United Colors of Benetton corporate communication is to create the\u2026","rel":"","context":"In "Dirty Laundry"","block_context":{"text":"Dirty Laundry","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/dirty-laundry\/"},"img":{"alt_text":"Real Estate Radio USA | Contrarian Marketing","src":"https:\/\/i0.wp.com\/www.realestateradiousa.com\/blog\/wp-content\/uploads\/2008\/05\/bennn3.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":9525,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/9525\/fishing-for-the-details-takes-all-the-fun-out-of-real-estate-fish-stories\/","url_meta":{"origin":2019,"position":5},"title":"Fishing for the details takes all the fun out of real estate fish stories","author":"Greg Swann","date":"August 15, 2009","format":false,"excerpt":"\"You won't believe the deal my buddy got on his house. He paid thirty cents on the dollar!\" \"You're right. I don't believe that.\" \"I'm not fooling with you. The house was worth $300,000, and he picked it up for a hundred grand.\" \"It was worth $300,000 when?\" \"Huh?\" \"He\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/2019","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=2019"}],"version-history":[{"count":0,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/2019\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=2019"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=2019"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=2019"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}