Business Book Review: The 22 Immutable Laws of Marketing by Al Ries and Jack Trout
I heard a leading marketer describe this as their favourite marketing book. With razor-sharp clarity and uncomfortable truths, this classic business bestseller proves why.
My Rating: ★★★★★
Length: 160 pages
Publisher: Profile Business
Released: November 2002
Applying the book to personal branding
One law stands out above the rest:
The Law of Perception
Marketing is not a battle of products, it’s a battle of perception.
In The 22 Immutable Laws of Marketing, Ries and Trout highlight our painful preoccupation with facts. That we sail into the battle of the marketplace believing having the best product will win. This is an illusion. Perception is reality.
Personal branding is most repeatedly described as one thing - what people think about you. Your personal brand might have the best experience, skills and expertise. But its efforts are in vain if that’s unclear in the minds of others.
The power of perception can be used to your advantage. You can be intentional about the impression you leave on others. And the reality you create.
Favourite Quotes
1. The Law of Leadership
It’s better to be first than it is to be better.
2. The Law of the Category
If you can’t be first in a category, set up a new category you can be first in.
3. The Law of the Mind
It’s better to be first in the mind than it is to be first in the marketplace.
4. The Law of Perception
Marketing is not a battle of products, it’s a battle of perception.
5. The Law of Focus
The most powerful concept in marketing is owning a word in the prospect’s mind.
6. The Law of Exclusivity
Two companies cannot own the same word in the prospect’s mind.
7. The Law of the Ladder
The strategy to use depends on which rung you occupy on the ladder.
8. The Law of Duality
In the long run, every market becomes a two-horse race.
9. The Law of the Opposite
If you’re shooting for second place, your strategy is determined by the leader.
10. The Law of Division
Over time, a category will divide and become two or more categories.
11. The Law of Perspective
Marketing effects take place over an extended period of time.
12. The Law of Line Extension
There’s an irresistible pressure to extend the equity of a brand.
13. Law of Sacrifice
You have to give up something in order to get something.
14. The Law of Attributes
For every attribute, there is an opposite, effective attribute.
15. The Law of Candor
When you admit a negative, the prospect will give you a positive.
16. Law of Singularity
In each situation, only one move will produce substantial results.
17. The Law of Unpredictability
Unless you write your competitor’s plans, you can’t predict the future.
18. The Law of Success
Success often leads to arrogance, and arrogance to failure.
19. Law of Failure
Failure is to be expected and accepted.
20. Law of Hype
The situation is often the opposite of the way it appears in the press.
21. Law of Acceleration
Successful programs are not built on fads, they’re built on trends.
22. The Law of Resources
Without adequate funding, an idea won’t get off the ground.
With a litany of tales of triumph and caution, this book is for marketers and non-marketers alike. It reminds us that, like in Nature and Physics, there are laws of marketing at play in Business. Be blissfully unaware, or respect them. But it can be the difference between failing and flourishing.
With a sharp simplicity lacking in marketing theory, Ries and Trout lay down their law. Your personal brand may break many rules as you forge your distinct edge. These laws should not be them.
The 22 Immutable Laws of Marketing by Al Ries and Jack Trout: Available on Amazon.
