There are laws of nature, so why shouldn’t there be laws of marketing?
As Al Ries and Jack Trout - the world-renowned marketing consultants and best-selling authors of Positioning - note, you can build an impressive airplane, but it will never leave the ground if you ignore the laws of physics, especially gravity. Why then, they ask, shouldn’t there also be laws of marketing that must be followed to launch and maintain winning brands? In The 22 Immutable Laws of Marketing, Ries and Trout offer a compendium of 22 innovative rules for understanding and succeeding in the international marketplace. From the Law of Leadership, to The Law of the Category, to The Law of the Mind, these valuable insights stand the test of time and present a clear path to successful products. Violate them at your own risk.
©1993 Al Ries and Jack Trout (P)2014 HarperCollinsPublishers
I've read several marketing books before and browsed through thousands of articles, but this one is my favorite so far. Well structured and defined, providing great examples from the real world, focusing on the specific rules that you need to follow in order to prevent failure.
They somehow stretched one sentence: "occupy a unique place in the minds of consumers", which had already been stretched into an entire book (Positioning) into 22 rules. Although to be fair, they did also include a few terrible generalisations (every market becomes a 2 horse race eventually) and clichés (don't get arrogant) for good measure.
Most of the core content is solid but it's badly in need of a revised version. Originally written around 1992 so their examples of success are antiquated. When one of their examples of a "poorly" created marketing strategy of a company that "probably will struggle" is Microsoft....it makes you question everything they say.
This is one of those books hat everyone says you need to read in marketing or business, and having now listened to it,I would have to agree. That said though, I would love to read or listen to an up to date version of this book.
Many of the companies and examples that they use are in a very different position than they were when this was written, and while we can still learn so much from their history, a lot has changed in the marketing industry. In particular, I would love to hear what they have to say about the rise of social media and digital marketing, as well as a boom in startups and accessibility.
Furthermore, in my opinion, you can't write a current book on marketing and business and not talk about Google.
Book contains some decent advice but the examples given throughout the book are so outdated and many have proven to be wrong over the past 20 years, that they immediately put into question the theories the authors propose to be laws. Because of how old the book is, it also completely disregards how marketing has changed with the rise of the internet
There was some good marketing advice in this book. Such as being in the minds of your customer, not trying to follow the competitors path, not changing ad campaigns often.
Then there was the business advice, IBM should only do mainframes, Microsoft should not try to compete with Lotus 123 and WordPerfect, etc. It was not mentioned in the book but Apple is a computer company and should stay out of phones and Google should stay out of the search engine business because Alta Vista was already first.
It was hard to find the few gems of marketing in all of the bad business advice.
Full of real current examples explaining each of the 22 laws of marketing, try it!
This quick read is mostly a branding guide, not really a marketing book at all. It talks mostly about slogans and positioning yourself as a market leader or in relation to a market leader. It is a very "global" perspective that uses Coke vs Pepsi and other dated examples such as "IBM vs Toshiba" as a primary examples of how they have changed there marketing massages over the years to compete for different market share.
It does NOT tell you how to effectively market in a practical sense, what tools are most effective for specific industries, and what good ROI looks like as a comprehensive marketing guide would tell you.
Even though these are "immutable" laws that are supposed to pass the test of time I would say that it does feel a bit dated and does not speak at all to how the Internet has changed things. Which it undeniably has. The narrator does not help it feel any less dated, a youthful voice would've been better.
It does give some great stuff on positioning yourself in a category that I will use. It does get you thinking bigger about your smaller business and the message a customer is receiving from your marketing message. Otherwise, I would say it's very fundamental and a good read for an entrepreneur just starting out.
"very useful read"
I really liked this book and I will recommend it to anyone getting started with marketing and branding. The fact that there were 2 narrators made the read feel interactive for some reason. I have to admit that it is my first time listening to a read with 2 narrators. Good job. The main take home message of this book for me was the law of focus and the fact that owning a word in the mind of your prospects was gold!
This is decades out of date. Digital technology has revolutionised marketing and this book predates it.
"Dated, but still some solid advice."
Very dated, lots of examples that were relevant in the 80's but none existent today. Still a very informative book.
"Great book audia quality oddness"
The book is great and is a must read for anyone starting a company or working with marketing.
The quality of the sound is different from the phone version to the computer version. The phone version is way better where the computer version sounds almost robotic.
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