The 22 Immutable Laws of Marketing
Stop guessing and start winning with the fundamental laws of marketing success. This summary reveals why being first is better than being better and how to own a space in your customer's mind. Master the rules that separate market leaders from those who fade away.
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Who it is for
Entrepreneurs, marketers, and business leaders who want to dominate their category and build a brand that sticks in the consumer's mind.
About the Author
Al Ries is a professional and author of marketing. He is also the co-founder and president of Atlanta-based Ries & Ries consulting firm with his partner and daughter Laura Ries. The author graduated from DePauw University in 1950 and accepted a position with General Electric's publicity department before founding his own advertising agency in New York City in 1963. The agency switched to a marketing strategy company Trout & Ries. Ries was selected as one of the most influential people in the field of public relations in the twentieth century by PR Week magazine in 1999. Ries also wrote a series of books that made the bestseller list of BusinessWeek on several occasions. The American Marketing Association has announced Al Ries as one of the 2016 inductors for the Marketing Hall of Fame. Jack Trout's ally, Ries coined the term Positioning, which defines ways to create and fix the brand of a product in the minds of consumers.
View author profileLessons
- Focus on being number one in the mind, not just the market, to build lasting loyalty.
- Avoid line extensions that dilute your brand; instead, focus on a narrow, powerful niche.
- Admit failures or weaknesses openly to build trust and transform them into strengths.
- Differentiate yourself by being the opposite of the leader rather than a better version.
Key Takeaways
- Marketing is a battle of perceptions, not just products or features.
- Being first in a category or mind is more important than having a better product.
- Successful brands own a specific word or concept in the consumer's mind.
- Long-term marketing success requires following trends rather than short-lived fads.
- It is better to create a new category than to fight an established leader.
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