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

The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk 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 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 University in 1950 with a degree in liberal arts and accepted a position with the advertising department of General Electric before founding his own advertising agency in New York City, Ries Cappiello Colwell, in 1963 The agency later changed to a marketing strategy firm, Trout Ries.In 1972, again cooperating with Trout, Ries co authored a three part series of articles declaring the arrival of the Positioning Era in Advertising Age magazine, promoting their concept of positioning.In 1994, Ries founded Ries Ries with his daughter Laura a recent graduate of Northwestern University and TBWA advertising account executive.Ries was selected as one of the most influential people in the field of public relations in the 20th century by PR Week magazine in 1999 Ries has also written a number of books that have made the BusinessWeek best seller list on a number of occasions.

❴Reading❵ ➹ The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk Author Al Ries – Webcambestmilf.info
  • Paperback
  • 143 pages
  • The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk
  • Al Ries
  • English
  • 05 May 2019
  • 0887306667

10 thoughts on “The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk

  1. says:

    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 place4 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 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 place4 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 companies cannot own the same word in the prospect s mind.7 The law of ladder The strategy to use dependent 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 orcategories 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 the brand 13 The 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 The Law of singularity In each situation, only one move will produce substantial results 17 The Law of unpredictability Unless you write your competitors plans, you can t predict the future 18 The Law of success Success often leads to arrogance, and arrogance to failure 19 The Law of failure Failure is to be expected and accepted 20 The Law of hype The situation is often the opposite of the way it appears in the press 21 The 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

  2. says:

    It s an illusion There is no objective reality There are no facts There are no best products All that exists in the world of marketing are perceptions in the minds of the customer or prospect The perception is the reality Everything else is an illusion Marketing is a manipulation of those perceptions.Reading some books is like learning a new language, you understand things you didn t before and you see things, you didn t see before the 22 immutable laws of marketing is definitely one of It s an illusion There is no objective reality There are no facts There are no best products All that exists in the world of marketing are perceptions in the minds of the customer or prospect The perception is the reality Everything else is an illusion Marketing is a manipulation of those perceptions.Reading some books is like learning a new language, you understand things you didn t before and you see things, you didn t see before the 22 immutable laws of marketing is definitely one of them Besides these, knowing about marketing can have significant implications for your personal lives as well a couple of which I ll point out throughout this review.Since first I started reading about Cognitive Science , it s fascinating how counter intuitive many things in life are and the same holds true for marketing This book, envelops 22 principles of marketing which is the result of a 25 years experience Very concise and illuminating, the authors explain each law followed by several examples of businesses who followed or violated that law along with the consequences of their actions Here are a gist of the important laws and I think the other ones are an interplay or derivation of these laws.The law of leadershipAccording to this law, the first company who starts with an idea, will always own the major market share Once a name captures the prospects mind, nothing can change it The other reason is that people associate the name of the first brand to the idea For instance Xerox, still many people use the name xerox when they want to ask for a copy Well, does it mean when some company like coca cola starts a coke business, its over for the others No, if the newcomers exploit the other laws.The basic issue in marketing is creating a category you can be first in It s much easier to get into the mind first than to try to convince someone you have a better product than the one that did get there first.The law of the categoryIf you can t be first in a category, set up a new category you can be first in When you lunch a new product, to compete the first comer, you must NOT ask yourself How is this new product better than the competetion but First what In other words, what category is this new product first inProspects are on the defensive when it comes to brands Everyone talks about why their brand is better But prospects have an open mind when it comes to categories.For instance, IBM was first in computers, DEC established itself as first, in minicomputersThe law of the mindIt s better to be first in the mind than to be first in the market place This law supports the first one marketing is the battle of perception, not product The fist one who reaches the minds of the prospects, wins the position You can t change the mind once it s made upif you want to make a big impression on another person, you cannot worm your way into their mind and then slowly build up a favorable opinion over a period of time The mind doesn t work that way You have to blast your way into the mind.The reason you blast instead of worm is that people don t like to change their minds Once they perceive you one way, that s it They kind of file you away in their minds as a certain kind of person.The law of perception This is one of my favorites It s an illusion There is no objective reality There are no facts There are no best products All that exists in the world of marketing are perceptions in the minds of the customer or prospect The perception is the reality Everything else is an illusion Marketing is a manipulation of those perceptions.The law of focusContinued

  3. says:

    This book is a good overview of basic marketing principles, but the so called immutable laws are neither laws nor immutable They are, at best, rules of thumb that often change and contradict each other The book itself contains plenty of examples of this For example, they talk at length about the Law of Extension , and how successful brands should never extend their product line to new products markets, but in later chapters, you see a few successful examples of companies doing exactly that This book is a good overview of basic marketing principles, but the so called immutable laws are neither laws nor immutable They are, at best, rules of thumb that often change and contradict each other The book itself contains plenty of examples of this For example, they talk at length about the Law of Extension , and how successful brands should never extend their product line to new products markets, but in later chapters, you see a few successful examples of companies doing exactly that Moreover, the book is dated They talk extensively about how essential it is to be first in the market Law of Leadership , but there are a huge number of modern examples that became wildly successful despite violating this law , including Google not the first search engine , Facebook not the first social network , LinkedIn not the first professional network or job site , and many others An even bigger problem with this book is that it s observational and not predictive Whereas laws of science allow you to predict what will happen in the future e.g the law of gravity allows you to predict how to planets will move in space , the laws in this book merely describe something that happened in the past The authors try to determine cause and effect from these past events, but correlation does not imply causation For example, the book talks about IBM being wildly profitable while they focused on one business line and then barely surviving after starting to work on multiple business lines If this was a controlled experiment and the only thing that changed was that IBM started to work on multiple business lines, the Law of Extension would be a reasonable explanation But the world isn t static IBM could ve started to struggle for dozens of other reasons competitors introduced new products, new technologies were developed, the quality of IBM s products decreased, and so on All that said, this book is still valuable as a collection of interesting marketing case studies and as a way to get into the mind of a marketer Some of the useful ideas you ll find Perception isimportant than product Customers put products into categories that haveto do with marketing than product For example, in the US, Honda is seen as a car maker, whereas in Japan, it s seen as a motorcycle maker, even though it s the same company with the same products Once you re in a category, it s very hard to move, which is why using the same brand name on everything, even if it s a powerful brand name, doesn t always work e.g Heinz ketchup good, Heinz salad WTF Your basic goal in marketing is to be 1 in your category You can get there by dominating an existing category or by creating a new category Don t be afraid to admit weaknesses and flaws Candor can be disarming People are naturally suspicious of anyone praising themselves, but if you admit a negative, most people a automatically assume you re telling the truth, b assume if you re willing to talk about a weakness, then you must have some amazing strengths, c reflexively forgive you and becomeopen to the rest of your message Focus your marketing on the leader s weaknesses rather than their strengths For example, if you make cars that compete with Volvo, marketing around safety won t be as effective as marketing around speed or fun or elegant design.I recommend skimming the book, and instead of accepting the authors interpretation of events and assuming they are teaching you immutable laws, file away these ideas as facets you should consider when developing a marketing strategy I suppose it would beaccurate to call this book 22 rules of thumb about marketing, but I m sure that would violate one of their marketing laws As always, I saved a few of my favorite quotes from the book The basic issue of marketing is creating a category you can be first in Marketing is a battle of perceptions, not products Don t try to be better Try to be different

  4. says:

    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 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 the people.If you are second or worse in a category, acknowledge this Avis Rent a Car did this by admitting, We re second place but we try harder Or, win a new word in the minds of your customers Ragu pasta sauce did this by winning the word thicker, which differentiates them from the market leader, Prego.A very good book for understanding basic principles of how marketing needs to go beyond simply saying why your product is the best

  5. says:

    The usual business book.They violated their title in the first chapter

  6. says:

    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 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 like this book.The book struck me as being a manual on how to manipulate others written by masters of the craft The book is woefully out of date as well and many of the author s examples are no longer relevant.I get that the majority of the laws they espouse in the book are still relevant, but I don t know if I could, in good conscience, use many of them.In one part of the book the authors recommend that you choose a product differentiator and then make people believe that this aspect of your product is something that they desperately need Even when they don t.Here s the thing,I KNOW that this is a standard marketing tactic We all do But knowing something and having it shoved in your face in all its ugliness are two different things.If anything, this book drove home the truth of the sinfulness of man for me Not just because of the things these men were recommending but also because of my response.Here I was, reading the book and feeling disgusted and then I started feeling very smug that I was so muchmoral than the authors.That s not attractive But it is human And maybe that can be said about the book too

  7. says:

    Received this 23 year old book for my 23rd birthday and wanted to like it but it was so frustrating There are laws of nature physics , so why shouldn t there be laws of marketing Here are just a couple reasons 1 Dealing with absolutes sets an author up to look foolish when most of his examples don t come true e.g There are ominous signs of softness in Microsoft s strategy i.e expanding into spreadsheets Lotus is the leader , word processing WordPerfect is the leader , and busi Received this 23 year old book for my 23rd birthday and wanted to like it but it was so frustrating There are laws of nature physics , so why shouldn t there be laws of marketing Here are just a couple reasons 1 Dealing with absolutes sets an author up to look foolish when most of his examples don t come true e.g There are ominous signs of softness in Microsoft s strategy i.e expanding into spreadsheets Lotus is the leader , word processing WordPerfect is the leader , and business graphics Harvard Graphics is the leader 2 Most of these immutable laws are subjective, e.g Law 18 Success often leads to arrogance, and arrogance to failure Right, compare to Newton s third law When one body exerts a force on a second body, oftentimes, depending on its personality, the second body will decide to exert a force in the opposite direction, usually equal in magnitude, on the first body

  8. says:

    I love this book The laws are still applicable and will be applicable 25 years from now.

  9. says:

    The 22 Immutable Laws of Marketing is a great book It s very small and easy to read The chapters start with words of wisdom Some of them are counter intuitive and makes complete sense Few Quotes that I liked Hype is hype Real revolutions don t arrive at high noon with marching bands and coverage on the 6 p.m news Real revolutions arrive unannounced in the middle of the night and kind of speak up on you Capturing the imagination of the public is not the same as revolutionizing a market The 22 Immutable Laws of Marketing is a great book It s very small and easy to read The chapters start with words of wisdom Some of them are counter intuitive and makes complete sense Few Quotes that I liked Hype is hype Real revolutions don t arrive at high noon with marching bands and coverage on the 6 p.m news Real revolutions arrive unannounced in the middle of the night and kind of speak up on you Capturing the imagination of the public is not the same as revolutionizing a market Unless you write your competitor s plans, you can t predict the future

  10. says:

    So many people recommend that I read this book, so I finally gave it a shot At first I thought it was amazing and lived up to the hype, law of leadership, cool, law of perception, even better I loved how he got psychological about it and talks about how people perceive brands Where he began to lose me however, was everything that had to do with anything that happened in the last 20 years I realize this book was written in the early 90 s but some of the things he mentioned have been proved wr So many people recommend that I read this book, so I finally gave it a shot At first I thought it was amazing and lived up to the hype, law of leadership, cool, law of perception, even better I loved how he got psychological about it and talks about how people perceive brands Where he began to lose me however, was everything that had to do with anything that happened in the last 20 years I realize this book was written in the early 90 s but some of the things he mentioned have been proved wrong many times He gets very cynical towards the end I can t tell if he was joking when he said you should marry divorce rich It just seemed out of place, and silly Obviously you have advantages if you already have money or get married into it How does that help us Also, he mentioned that products always sneak up on you at night and catch on in the back of the paper but never on the front page, but that s not really true all of the time look at the unveiling of any Apple product orrecently Tesla.He also really puts down the startup and entrepreneurial spirit by saying the only way to get an idea off the ground is to find a business to sponsor you buy the idea True that is easier, but there are countless startups that have made it by bootstrapping or seeking angel investment It s also worth noting that since this book was written, the entire marketing scene changed , since Seth Godin s permission marketing, to the modern day highly analyzed digital targeting we have All in all, the book is great to give you a base on how to think about marketing and human emotions, but in terms of practice, is severely outdated

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