Be strong somewhere instead of weak everywhere. Development, marketing budget, support, staff, perception, are all affected. Focus on your core goals.ġ2) The law of line extension – Do not spread yourself too thin and try to be everything for everybody. Instant results might give you trouble years down the road. Do not try to get into other categories after having success – history has shown this is a mistake.ġ1) The law of perspective – Most of time what works in the short term usually doesn’t work in the long term. Find or create a new category and stick with it. The automobile industry is a perfect example. (Example: Broiled, not fried, etc.)ġ0) The law of division – The market is an ever dividing sea of categories. A second rung company must go for these people. There are people that want to buy from the leader and there are people that absolutely don’t want to buy from the leader. “They’re big and we’re small and better”, “They’re more successful in the market but we try harder”, Sometimes it’s better to be 3rd on a big ladder than first on a small ladder.Ĩ) The law of duality – Gradually over time the battle becomes a two rung affair.ĩ) The law of the opposite – Wherever the leader is strong, there is an opportunity. Safe, fast, affordable, etc.ħ) The law of the ladder – Trying to get into the mind first is best but there are strategies to use to play off your competitors if you’re behind. Focus on a single, powerful word if possible.Ħ) The law of exclusivity – It’s hard for two competing companies to own the same word in the mind of the consumer. Protect your word and continue to brand and focus on the law of the mind. If you’re not first or a current leader, you need to reduce the scope of your operations and focus. all need to factor into this.ĥ) The law of focus – Own a word in the mind of your prospect. This is all good, but marketers need to sell the product around what people want and perceive. Do not focus on the facts, “the truth” and the features. They had a simple, easy to remember name and a focused, creative ad plan.Ĥ) The law of perception – It’s not a battle of products. Apple got off the ground with very little money. Being first in the mind is most important when possible. (Examples: multimedia computer, magazine for mature women, Clothes for tall people, etc.)ģ) The law of the mind – Modifies the law of leadership. If you can’t be first in a category just create your own new category. Discover how you can apply these to your business today.ġ) The law of leadership – it’s better to be first than it is to be better – marketing is the battle of perception, not products.Ģ) The law of the category – Promote the category. The book explains how marketing is simply a battle for space in a consumer’s mind, and just how difficult that fight can be. Violate them at your own risk.The book “The 22 Immutable Laws of Marketing” was published decades ago, and is still 100% relevant. 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. 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 22 innovative rules for understanding and succeeding in the international marketplace. There are laws of nature, so why shouldn’t there be laws of marketing?Īs Al Ries and Jack Trout - the world-renowned marketing consultants and best-selling 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. The 22 Immutable Laws of Marketing - Al Ries - 2014Ĭategories: Business & Careers, Management & Leadership