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The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk
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The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk

3.98 of 5 stars 3.98  ·  rating details  ·  6,889 ratings  ·  208 reviews
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 th
Paperback, 143 pages
Published April 27th 1994 by HarperBusiness (first published 1993)
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Jan 25, 2009 Viraj rated it 4 of 5 stars
Recommended to Viraj by: Joseph Laia, Miasole
Shelves: management
For the summary, please email / PM me.

1: The Law of Leadership: It’s better to be first than it is to be better.
2: The law of category: If you can’t be first in a category, setup a new category you can be first in.
3: The law of the mind: It’s better to be first in the mind than to be first in the market place
4: The law of perception: Marketing is not a battle of products; it’s a battle of perceptions.
5: The law of focus: The most powerful concept in marketing is owning a word in the prospect’s
Munkhbayar Baatarkhuu
Энэ бол, миний бодлоор, гайхамшиг. Бизнесийн алтан дүрэм гэдэг номтой дүйцэхүйц чамбай бүтээл болж чадсан.
The usual business book....They violated their title in the first chapter...
Joseph McBee
I read this book because another business author I like recommended it and because I am currently writing a class on marketing and wanted to use it for research.

I hated it.

I want to be careful here. When writing a review for a book I don't like I want to keep in mind that I am talking about something that people created. I do NOT want to write anything that I would not say to the authors' faces if they were standing right in front of me. This is difficult in a way because I really, REALLY didn't
Dexter Zhuang
I'm not sure how immutable these laws really are, but many of them are pretty interesting to read. I think the biggest takeaways for me from Al Ries and Jack Trout are that 1) you should always strive to be #1 in your category in peoples' minds 2) if you're not #1, differentiate yourself completely from the #1 and occupy your niche 3) be cautious about moving into other categories of mindshare at the risk of losing hold of your currently dominated category.

The key assumption I think made in this
Tim Ferriss listed this in his top 5 favorite books, so I picked it up. The core of the 22 laws is Identity.

The authors argue that too many businesses believe they will win simply by having the best product, which isn't true. The winner is the product that captures the mind of its target customers.

When a product is first to market, the first of its category, it usually establishes a foothold that no other company can wrest away. So create your own category, and be first there. Win the minds of t
Ramneesh Singla
1: The Law of Leadership: It’s better to be first than it is to be better.
2: The law of category: If you can’t be first in a category, setup a new category you can be first in.
3: The law of the mind: It’s better to be first in the mind than to be first in the market place
4: The law of perception: Marketing is not a battle of products; it’s a battle of perceptions.
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 co
Scott Wozniak
This is one of the classic books on marketing. It's very well written and has deep insights. However, I give four rather than five stars for two reasons:

1) It's totally cynical. The book opens with the worldview that there is no actual physical world, it's all perception. Therefore there is no such thing as truth. The entire book is flavored with that "do whatever works" approach. It acknowledges truth as an important marketing principle, but only in that you will lose sales if you get caught.
Umar Ghumman
I love this book. The laws are still applicable and will be applicable 25 years from now.
Nguyên ngộ ngộ
Cuốn sách đầu tiên đọc về marketing, nên thấy nhiều cái mới mẻ.
1. Quy luật tiên phong
Trở thành người đầu tiên cho cái sp, dv đó sẽ tốt hơn là thuyết phục bà con cô bác rằng: hàng tui tốt hơn hàng thằng đó. No no no.
Ai là người đặt chân lên mặt trăng? Neil Armstrong
Ai là người thứ hai? - google cái đã....
2. Quy luật chủng loại
Chẳng hạn như có sp, dv nào đó đã "tiên phong" trước mình ở lĩnh vực đó, thì sẽ hướng vào chủng loại để marketing. Ví dụ: IBM đứng đầu lĩnh vực máy tính, còn DEC đứng đầu tr
This book is a great illustration of what can go wrong with business wiriting. The 22 Laws themselves are actually great. I can see the value in the insights shared by the authors. The problem with the book is the timeliness of the examples. I laughed out loud several times because the supporting references they used were either incrediblly dated or just completly wrrong.

Don't get me wrong. I am not bashing the authors becuase they are not omniscient. Exactly the opposite. The point is that thi
Richard Kuhn
I have had this book for years and have used it as a reference many times, but have never read it from start to end. All I can say is I should have when I got the book. The book was referred to me by a successful friend in business who said he used a couple of these principles in his practice. I plan on using some of these principles as well.

It's amazing when you look at the history of successful brands and how they lost their market share and why. This book also goes into what to and what not t
This book was published over 10 years ago (at least the copy that I had was) so a lot of the numbers and products have changed and I'm sure the marketplace for a lot of them has changed as well. That aside, the actual laws were pretty good. Applicable in modern times for sure, and generally insightful.
I did find some of it to be common sense, and I felt that maybe some laws overlapped to the point of being really similar, but it was well written. I liked that each chapter was only a couple page
Read this for class AND STILL FAILED YAY.
Joshua Pitzalis
This book does an excellent job of highlighting the importance of being first. You can always get better but you can never become first. Being first allows you to define your market’s point of view. More importantly, you have no competition when you start out. When the competition does arrive then you are already set up as the most credible player. The advice is simple, if you can’t be the first then invent a new category and be the first in that.

The the holy grail of marketing is to own a word
Dvir Oren
The 22 Immutable Laws of Marketing By Al Ries and Jack Trout

The book is a short read, 130 pages, very condensed and to the point. I like how they didn't try to make it longer and "puff" it with crap. I felt it was designed mainly for brands, but as an affiliate marketer I did find some of the ideas to be useful.

The main thing I took was focus- Don't spread yourself too thin, keep your brand associated with one thing and dominate it. Also that in any market it's always better to be first than to
This is a fine read and highly recommended. The authors have taken a complex topic and distilled it down to its fundamental essence. The style of writing is pithy and clear with great yet simple examples. Remember you can always break the rules defined by the book, it is however important to be aware of the rules before you decide to break them.
Overall, I liked this book. However, there were a number of things that, left unexplained, make the author seem a little ridiculous. For example, The author pokes at Microsoft for trying to displace Lotus 123 as the leader in spreadsheets.

Another problem is, the author almost makes it sound as though you should never expand your company or adapt to changing product lines. If you make Heinz ketchup, keep making Heinz ketchup, but don't make anything else. I know that's not his intent (Heinz can e
Alec Reshefsky
While this book was written back in 1994, this easy-read book was very entertaining and mind expanding. I would highly recommend it to anyone eager to become more savvy about how our world works and more to the point; what works in developing and marketing new and improved ideas!
Nikki Chee
This review has been hidden because it contains spoilers. To view it, click here.
I think this is a great book for someone just starting to take interest in marketing. Otherwise you may find you know most or all of the information shared
"Billions of dollars have been wasted on marketing programs that couldn't possibly work, no matter how clever or brilliant. Or how big the budget." intro

Being in business for over 20 years I'm certain of 2 things, businesses die from lack of Capital and lack of a solid marketing plan. This book won't help with the first but it will definitely send you into shock from the time, effort and money you've wasted on a marketing plan that was set to fail out of the gate. Do yourself a favor and read th
أحمد عبادة
Good book as a gate for marketing world
But sure there's much much more
Just a quick point here that some of the laws are true most of the time, but some of these laws are completely wrong. Law 22 is certainly not true as the whole field of guerrilla marketing has shown. Many companies have spent very little to nothing on marketing and been more successful than others than blew through a fortune on marketing. All those marketing dollars could be used to lower costs, invest in more productive capital, or any other number of things.

Some of the other laws are true for
Shyam Sundar
The authors demystify branding and marketing in such a brilliant way , it ll make you wonder - can sales and marketing really have such simple , yet powerful rules to follow . The answer is yes ! The rules are extremely powerful. The book is replete with examples of companies who think a bug budget is a substitute for strategy and have failed miserably . Their examples that illustrate the laws are taken from the relatively small pool of the biggest companies in the world. It's not evident that t ...more
Darius Torres
Absolotely Brilliant.
Mónica López
Este es otro de los libros que tenía más de 10 meses en mi librero y que no había leído. Hace dos semanas mi jefe me lo pidió prestado. (Aclaro que el es el dueño del libro) Pues antes de regresarlo decidí leerlo.

Es de fácil lectura, tiene muchos ejemplos de marcas reconocidas. De los éxitos y fracasos. Y aquello que los provocó. El libro que salió a la venta en 1993 y los casos que ejemplifica son de productos y del mercado de aquella época, sin embargo aterrizando a situaciones actuales de me
Some of the content in this book is rather dated now and this in many ways detracts from the overall message. In many cases you would have to appreciate the companies and situations that the authors are speaking about when they provide illustrations of point. Unfortunately, in many cases the world and the businesses of which they speaks have moved on.

That aside, the book does provide many insights into the 'laws of marketing' that are still very valid today. This is certainly a book that would n
Ries and Trout seem to be writing more from experience than from any hard facts (for every example of, say, Volkswagen trying to be too much and therefore losing its position as the world's #1 European automobile, I'm pretty sure there is an example of a company that extended its line and did just fine. The authors, however, make it sound as if every company in the history of the world that has ever done differently than what they recommend has failed. I doubt that's true, and their notable lack ...more
This review has been hidden because it contains spoilers. To view it, click here.
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Al Ries is a marketing professional and author. He is also the co-founder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries coined the term "positioning", as related to the field of marketing, and authored Positioning: The Battle For Your Mind, an industry standard on the subject.
Ries graduated from DePauw Unive
More about Al Ries...
Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace The 22 Immutable Laws of Branding: How to Build a Product or Service Into a World-Class Brand Marketing Warfare The Fall of Advertising and the Rise of PR Focus: The Future of Your Company Depends on It

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“The only reality you can be sure about is in your own perceptions. If the universe exists, it exists inside your own mind and the minds of others.” 1 likes
“Elvis Presley’s manager, Colonel Parker, made a deliberate attempt to restrict the number of appearances and records the King made. As a result, every time Elvis appeared, it was an event of enormous impact. (Elvis himself contributed to this strategy by overdosing early and severely dampening his future appearances. Likewise Marilyn Monroe and James Dean.)” 0 likes
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