The 22 Immutable Laws of Marketing
By Jack Trout & Al Ries
Violate Them at Your Own Risk. Harper Business, 1993.
Summary of The 22 Immutable Laws of Marketing book by Jack Trout & Al Ries
The undeniable, proven list of successful marketing strategies, including several examples of companies that used them to great effect and the woeful tales of marketing law violations directly responsible for business blunders and ultimate bankruptcies.
Chapters in The 22 Immutable Laws of Marketing book summary
What do you get from this book? Indisputable laws of marketing proven to be profitable—and what happens when you violate them
Being first is more important than being better, especially if you’re first in the minds of the public
Make your own category in your industry in order to tweak people’s perceptions of your brand
Choose an exclusive word and attribute to focus on when establishing your brand and be higher up on the ladder
You can turn your sales completely around by being honest—just look at Avis car rentals
The top two companies compete in the biggest battle—if they did the opposite of the other, they’d come out triumphant
Identify the one area where your competition is the weakest, and take advantage when categories become divided over time
Avoid being pressured to extend your line of products and be aware that short-term profits often contradict long-term success
You might have to sacrifice an idea to keep your line focused, but also realize that no one has the power to accurately predict the future
Disregard the hype and hoopla around new products or brands—they’re usually based on fads, not trends
Be careful when you see success, persist during setbacks, and know that without resources, you won’t experience either
Summary of the key insights
Selected critiques in brief
Final word
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The 22 Immutable Laws of Marketing — Book Summary Snapshot
Who should read The 22 Immutable Laws of Marketing book
- business owners and managers
- entrepreneurs
- ad agencies
- anyone who has wondered why some companies rise while others fail
About the author of The 22 Immutable Laws of Marketing
Jack Trout
Brand strategist Al Ries is the cofounder of the consulting firm Ries &Ries, alongside his daughter. He is a best-selling author and taught the principles of successful marketing to companies worldwide. Jack Trout is president of Trout & Partners, a marketing firm with offices in more than a dozen countries. Ries and Trout revolutionized marketing with their positioning theory, co-writing multiple books of effective strategies that lead to profitable businesses.
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