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The 22 Immutable Laws of Marketing
143 pages, 1994
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 bestselling 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 twenty-two 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.
Al Ries emphasizes that it's better to be first than it is to be better. The first brand or product that captures the market often leads in the minds of consumers. So, if you're planning to launch a product, try to be the first in your category.
If you can't be the first in a certain category, Ries suggests creating a new category where you can be the first. This way, you can still make a significant impact in the market. It's all about finding your unique niche.
Marketing is not about products, it's about perception. Ries explains that marketing battles are fought in the mind of the consumer. So, it's crucial to understand how your customers perceive your brand and products.
The most powerful concept in marketing is owning a word in the prospect's mind. Ries encourages businesses to focus on one attribute and own it in the consumer's mind. For example, what word do you think of when you hear 'safety'? Probably Volvo, right? That's the power of focus.
Two companies cannot own the same word in the prospect's mind. If a competitor owns a word or position in the consumer's mind, it's futile to try to own the same word. Instead, find another word to focus on. This is what Ries calls the law of exclusivity.
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