1. Leadership - It's better to be the first than it is to be better
2. Category - If you can't be first in a category, change the nature of the category or set up a new category you can be first in
3. Ladder - The strategy to use depends on which rung you occupy the ladder
4. Duality - In the long run, every market becomes a two-horse race
5. The mind and Perception - Marketing is not a battle of products, it's a battle of perceptions; and sometimes it's better to be first in the mind than to be first in the marketplace.
6. Focus - The most powerful concept in marketing is owning a word in the prospect's mind
7. Extension - There's an irresistible pressure to extend the equity of the brand
8. Exclusivity and Superiority - Owning a superior position in the consumer's mind is vital; marketing is a continuous search of exclusivity
9. Division - Over time, a category will divide and become two or more categories
10. Heart (Emotion) - Marketing strategies without emotion will not work
11. Attributes - When you have to focus on attributes, for every one of them, there is an opposite and effective attribute
12. Candor - When you admit a negative, the prospect will give you a positive
13. Sacrifice - You have to give something up in order to get something
14. Success - Success often leads to arrogance, and arrogance to failure
15. Failure - Failure is to expected and accepted
16. Unpredictability - Unless you write your competitors' plan, you can't predict the future
17. Hype - The situation is often the opposite of the way it appears in the press
18. Acceleration - Successful programs are not built on fads, they're built on trends
19. Perspective - Marketing effects take place over an extended period of time.
20. Opposite - If you're shooting for second place, your strategy is determined by the leader
21. Origin - When brands come from is often more important than how good they are
22. Resources - Without adequate funding and expertise an idea won't get off the ground, and a brand cannot be built
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