In the competitive world of marketing, being the first to appear is no longer the key to success. Some pioneering brands are quickly forgotten, while others that arrive later manage to occupy a lasting place in the customer’s mind. That’s when the Law of the Mind becomes a core strategy: success doesn’t lie in being first, but in being remembered first.
The Law of the Mind, presented in the book “The 22 Immutable Laws of Marketing” by Al Ries and Jack Trout, states: “It’s better to be first in the mind than to be first in the marketplace.” This means that occupying the customer’s mind is more important than occupying the market. A brand that is remembered holds greater influence, stronger positioning, and more credibility than any advertising campaign alone.
Marketing history has shown that not everyone who comes first is remembered. MITS Altair 8800 was the first personal computer, but IBM is the name most associated with the concept of “personal computing.” Du Mont created the first television, but Sony is the brand people remember. Duryea built the first automobile, but Ford became the symbol of the car industry. These examples show that if you can’t occupy the customer’s mind, being a pioneer won’t matter.
So how can a brand be remembered? Start with simplicity. A brand name should be short, easy to read, pronounce, and associate with. Then focus: don’t try to communicate too many things. Choose one strong message and repeat it consistently. Don’t forget emotion—brands that evoke positive feelings are remembered longer. And finally, be different. If you can’t be the first, be the most distinctive.
Apple wasn’t the first company to make smartphones, but it was the first brand to make people associate the term “premium smartphone” with its name. Google wasn’t the first search engine, but it’s the first name that comes to mind when someone thinks about “searching for information.” VinFast wasn’t the first car manufacturer in Vietnam, but it’s the first brand that made consumers think of “Vietnamese electric vehicles.”
In marketing, the real battle happens in the customer’s mind. If you want to build a strong brand, focus on creating a clear, recognizable, and unforgettable impression. Don’t just try to show up—try to be remembered. And if you’re looking to position your brand or craft a memorable message, start by asking: “What will customers remember about you?”
