What should Listerine do? It certainly couldn’t tell people that Listerine’s taste “wasn’t all that bad.” That would raise a red flag that would reinforce a negative perception. So it may come as a surprise to you that one of the most effective ways to get into a prospect’s mind is to first admit a negative and then twist it into a positive. Law 15: When you admit a negative, the prospect will give you a positive. The key word here is opposite- similar won’t do. It’s much better to search for an opposite attribute that will allow you to play off against the leader. Law 14: For every attribute, there is an opposite, effective attribute. If you want to be successful today, you should give something up. Law 13: You have to give up something to get something (sacrifice). Gerber has 72 percent of the market, way ahead of Beech-Nut and Heinz, the two line-extended brands. Invariably, the leader in any category is the brand that is not line extended. Law 12: There’s an irresistable pressure to extend the equity of a brand (line extension). Law 11: Marketing effects take place over an extended period of time. Law 10: Over time, a category will divide and become two or more categories. Much like a wrestler uses his opponent’s strength against him, a company should leverage the leader’s strength into a weakness. 
Law 9: If you’re shooting for second place, your strategy is determined by the leader. It’s this kind of thinking that keeps the two brands on top: “They must be the best, they’re the leaders.” We repeat: The customer believes that marketing is a battle of products. Law 8: In the long run, every market becomes a two horse race. Before starting any marketing program, ask yourself the following questions: Where are we on the ladder in the prospect’s mind? The ladder is a simple, but powerful, analogy that can help you deal with the critical issues in marketing. They acknowledged their position on the ladder. Then Avis did the one thing you have to do to make progress inside the mind of the prospect. Law 7: Your strategy is determined by where you are on the ladder. Law 6: Two companies cannot own the same word in the prospect’s head. You can’t stand for something if you chase after everything. You become stronger when you reduce the scope of your operations. The essence of marketing is narrowing the focus. Law 5: The most powerful concept is owning a word in the prospect’s mind. All that exists in the world of marketing are perceptions in the minds of the customer or prospect. Law 4: Marketing is not a battle of products, it’s a battle of perception. The single most wasteful thing you can do in marketing is try to change a mind. Being first in the marketplace is important only to the extent that it allows you to get in the mind first. Being first in the mind is everything in marketing. Law 3: It’s better to be first in the mind than first in the marketplace. Few people are interested in what’s better. 
When you launch a new product, the first question to ask yourself is not “How is this new product better than the competition?” but “First what?” In other words, what category is this new product first in?.Law 2: If you can’t be first in a category, set up a new category to be first in.
Marketing is a battle of perceptions, not products.
Regardless of reality, people perceive the first product into the mind as superior. They will offer you a Coke when all they have is Pepsi-Cola. 
People will stand in front of a Ricoh or a Sharp or a Kodak machine and say, “How do I make a Xerox copy?” They will ask for the Kleenex when the box clearly says Scott. Xerox, the first plain-paper copier, became the name for all plain-paper copiers. One reason the first brand tends to maintain its leadership is that the name often becomes generic.It’s much easier to get into the mind first than to try to convince someone you have a better product than the one that did get there first.Law 1: It’s better to be first than it is to be better.
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