The Law of the ladder in Marketing

“All products are not created equal. There’s a hierarchy in the mind that prospects use in making decisions. For each category, there is a product ladder in the mind. On each rung is a brand name. Take the car rental category. Hertz got into the mind first and wound up on the top rung. Avis got in second and National got in third. Your marketing strategy should depend on how soon you got into the mind and consequently which rung of the ladder you occupy. The higher the better, of course.”

Excerpt From: Al Ries. “The 22 Immutable Laws of Marketing: Exposed and Explained by the World’s Two.”.