The 22 Immutable Laws Of Marketing puts forward certain fundamental laws of marketing that have to be followed for a successful marketing campaign.
Summary Of The Book
The authors use airplane design as an example in the book to explain the concept. They say, even if an airplane looks great in its outer design, if it does not follow the basic laws of physics it cannot take off from the ground.
In the same way, The 22 Immutable Laws Of Marketing says, a marketing campaign will fail to take off it it does not follow certain basic rules. The book lists 22 rules of marketing which it says are immutable. These include some fundamental wisdom gained from experience, about what remains in people’s minds.
For instance, the authors say that it is better to be first than it is to be better. The first in any category is always remembered. Everyone knows that it was Lindbergh who crossed the Atlantic first. Nobody knows the second person to do so, though the authors say that this second person was a better pilot.
If it is not possible to be the first, then it might be better to define a new category and be the first in that. As an example, the authors point out that no one remembers Amelia Earhart as the third person to fly across the Atlantic. They remember her as the first woman to do so.
The authors also state that it is not always the best product in a category that wins. It is the perception of the product in people’s minds that really counts. Honda was successful as a car manufacturer in countries like the US. In Japan though, they were not as successful as they were always perceived as a motorcycle company.
Ownership of a word or phrase is another rule they put forward. For instance, Amazon is synonymous with online shopping, and Google with search. It is not easy for another company to use these words in their campaign as the original companies will always be identified with the words.
The 22 Immutable Laws Of Marketing defines 22 rules to be followed to be successful in creating marketing campaigns and defining new marketing strategies.
About The Authors
Jack Trout is a marketing consultant.
His other books include In Search of the Obvious: The Antidote for Today's Marketing Mess, and Jack Trout on Strategy.
Jack Trout began his career in General Electric’s advertising department. He later joined Al Ries and they worked together for some years. Trout is now the Founder/President of the marketing firm, Trout and Partners, which works with emerging markets in many countries. He also worked with the US State Department to create a positive image about the US and the Iraq War in the public mind.
Al Ries is an experienced marketing professional.
He is also the author of Focus, 11 Immutable Laws of Internet Branding, and The Origin of Brands.
Al Ries has a degree in Liberal Arts from DePauw University. Ries and Trout together coined the term ‘positioning’ in marketing jargon. He is now the Chairman of the firm Ries & Ries, which he founded in 1994 with his daughter Laura Ries. PR Week magazine listed him as one of the most influential people in public relations in 1999.
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