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Al Ries

Jack Trout

The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! Paperback – April 27, 1994

by Al Ries (Author), Jack Trout (Author)

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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.

Print length

143 pages
Language

English
Publisher

HarperBusiness
Publication date

April 27, 1994
Dimensions

5.31 x 0.36 x 8 inches
ISBN-10

0887306667
ISBN-13

978-0887306662
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Editorial Reviews

About the Author

Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.

Authors Al Ries and Jack Trout are probably the world's best-known marketing strategists. Their books, including Marketing Warfare, Bottom-Up Marketing, Horse Sense, and Positioning have been published in more than fifteen languages and their consulting work has taken them into many of the world's largest corporations in North America, South America, and the Far East.

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Product details

Publisher ‏ : ‎ HarperBusiness; First Paperback Edition (April 27, 1994)
Language ‏ : ‎ English
Paperback ‏ : ‎ 143 pages
ISBN-10 ‏ : ‎ 0887306667
ISBN-13 ‏ : ‎ 978-0887306662
Item Weight ‏ : ‎ 4.5 ounces
Dimensions ‏ : ‎ 5.31 x 0.36 x 8 inches

Best Sellers Rank: #24,052 in Books (See Top 100 in Books)
- #4 in Industrial Marketing (Books)
- #9 in Global Marketing (Books)
- #19 in Market Research Business (Books)

Customer Reviews:
1,578 ratings

Customer reviews

5 star		75%
4 star		15%
3 star		6%
2 star		2%
1 star		2%

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Top reviews from the United States

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Travis D Wright

Requires 'time' translation. Thought provoking

Reviewed in the United States on March 12, 2016

Verified Purchase

There are a few major points to make, but I'll keep it brief.

1. It was writing about 25 yrs ago, pre-Internet. They products are both sold and marketed has changed, so you'll have to first understand his book within the written time period. Next you can then try to understand the laws as they would be applied today.

Example: Law of Line Extension says that you shouldn't use same brand name as you extend product line. However, Apple is a counter example. Then again Costco has a sub-brand 'Kirkland' that is very successful. I'm not doubting the rule but it seems it may be conditional.

2. The authors give examples and predictions that, with the view we have now in the future, don't play out how they expected. I think they predicted MCI to overtake AT&T as the top long distance phone company.

So, just rely on your judgement as you read through the laws and really try to test (evaluate) them in the current environment.

This book was recommended by many authors and podcasts I follow so that's what brought me to it. However, I now think there may have been a generation positively influenced by it 20 years ago that have since passed it down to the next generation of marketers/entrepreneurs.

Nota bad book though. Read it.

60 people found this helpful

Helpful

Fantastic 21st revist of 20th century business strategies.

Reviewed in the United States on September 29, 2017

Verified Purchase

I'd read the book when it was best seller. I recently found it referenced in an interesting context and decided to read it again.

The re-read made me feel like a business strategy time traveler.

This 13-some-year-old book for “Marketing” was written when the Sales, Marketing and Biz Strategy organization was silo'd. The ‘22 Immutable Laws of Marketing’ is once again making its way through academics and biz leaders as common wisdom for the whole modern enterprise. It's a guide book that should be titled "Never Do This!" while hinting at the remarkable strategies that bring us today's top brands.

‘The 22 Immutable Laws of Marketing’ is a quick read. The management and strategy job has evolved in interesting ways from this books timeframe. The day of the “Ad Man” fronting your enterprise’s value proposition to customers is over. The “Sale!” is made after a carefully engineered organizational effort. Marketing strategy is a discipline to be trained among everyone that answers an outside phone. Everyone now has a marketing role and here is not a bad place to start spreading the news.

A hugely entertaining element is simply that the reader has been fast forwarded through corporate strategies tried, failed and successful. Lotus 1-2-3, VisiCalc, Amiga, Emery Air vs FedEx, Tandem, Wang ... all without smart phones or vast system networks ... strategy winners and losers make for a forensic business case ... if you've been around awhile, you won't believe the book was written just 15 years ago.

12 people found this helpful

Helpful

Not bad and relatively brief

Reviewed in the United States on February 20, 2017

Verified Purchase

Like many other readers I found this book via Tim Ferris's blog. Like most things Tim Ferris, there is more sizzle than steak here.

Since I am not a marketing professional, I found some of the content valuable. Especially the ideas that you need to own a single-word concept (not your brand name) in the consumer's mind, that you can't really change perceptions once formed, and that you need to define a category you are first in if the broad category is ruled by someone else.

The book is pre-Internet and somewhat dated as others noticed too. This applies mostly to the corporations and products used as examples. The rules of thumb IMO remain viable. The main reason I did not give more stars is that much of the content is self evident, e.g. law of hype (hype is bad), law of resources (you need money to develop and market), etc.

11 people found this helpful

Helpful

Keith

Worth Reading

Reviewed in the United States on April 27, 2016

Verified Purchase

I've read a lot of books on marketing and business (and in additional to running my own medical practice for 35 years) I serve as a business consultant for all kinds of businesses and organizations. I was curious about this book because of the word 'immutable' in the title. Hard to believe that there are 22 'immutable' anythings about any topic. To my surprise, what the authors have to say is quite credible and derived from a LOT of 'real time' examples. While I didn't agree with everything purported by the authors, I got more insight and value from this book than most things I read about business and the points they make are 'take home' and not difficult to apply. It left me looking with 'new eyes' at consulting and what makes businesses successful, and that's usually what I want most for an investment of my time.

13 people found this helpful

Helpful

Frank L

Must read for anyone holding a strategic role in sales & marketing

Reviewed in the United States on February 27, 2021

Verified Purchase

Brilliant.

Short read. Entertaining. Clear.

It will change your mind on some of the worst habits and reflexes we have to constantly extend product lines and lose focus.

It’s really 3 principles and 19 corollaries - and yet there is little to no feeling of redundancy. It just clarify the thinking and offers more solutions to more and more specific circumstances.

If you’re the right audience for this book (senior enough to make calls on product messaging & positioning), you already know everything that is said in this book... and yet most likely apply none of it.

That said, I wish I had read this book 20 years ago at the start of my career.

It’s an absolute must read.

One person found this helpful

Helpful

Top reviews from other countries

Mak

Not really useful for small businesses

Reviewed in the United Kingdom on February 8, 2019

Verified Purchase

The book is only 132 pages and is an easy to read. However the book contradicts itself throughout. For example, the subheading for law 1 is “it’s better to be first than it is to be better” but law 3’s subheading is “it’s better to be first in the mind than to be first in the marketplace”.

By about the 5th law, I got the feeling the book is designed for large organisations and not really useful for smaller businesses. This was confirmed by the last law “The Law of Resources”. It states you will need 5k-20k per month on marketing.

If you work in marketing as part of a large organistion, this book could be very useful but for everyone, I would not recommend this book.

10 people found this helpful

T. Powell-Morris

Just loved this book

Reviewed in the United Kingdom on July 29, 2016

Verified Purchase

Just loved this book. Great common sense advice in a quick and easy read.

As mentioned in other reviews that the companies used as examples are a little outdated, the concepts within are, I feel, even more relevant to today's marketing strategies that should be being applied, given the rise of marketing becoming more about creating something meaningful rather than trying to bulldoze people in to buying a product just because it is manufactured by an established brand or because we're told it's the next big thing which is dying out as fast as the dinosaurs did.

The face of business and providing what the customer actually wants is a trend that is gathering speed, the consumer has discovered their ability to decide what works for them and put their hard earned cash in to a company that can 'speak' directly to them as individuals rather than as the faceless masses.

People are tired of and also becoming savvy to the fact they are being 'sold' to. A lot of the laws break down these tactics and highlight the ever changing face of marketing and sales.

There has been a revolution in the world of marketing taking place, lead by the likes of Seth Godin and Bernadette Jiwa on how to build brands, no matter how big or small, that consumers are welcoming in to their hearts and homes and this book is a great accompaniment to those authors and their ideas.

4 people found this helpful

Martin Turner

Superb - albeit the same as the 22 Immutable laws of branding

Reviewed in the United Kingdom on February 24, 2008

Verified Purchase

Twenty years ago I knew hundreds of things about marketing. Now I know just a few things. Almost all of them are in this book, and the authors crystallise them excellently.

The 22 laws is in many ways superb, but it could be criticised on three counts
First, it seems quite opinionated. Who is Ries to say that things are this way and not another way? Interestingly, basic books on marketing will cut the cake both ways, saying 'you can do this, or you can do that...'. Top marketing books, though, written by the gurus that people in the know want to hear from, are much more in agreement. What Ries is saying may not be original, but it fairly represents the balance of opinion at the top table.
Second, the book is quite dated. It was written in 1994, and, in many ways, we're in a different world now. On the other hand, this is no bad thing: you can look at the brands that Ries said would not prosper unless they changed their marketing, and compare them with what did prosper. Eight times out of ten Ries was right. The other two times fit perfectly with his law of unpredictability.
Third, the book is actually pretty much the same as the 22 Immutable Laws of Branding, by the same author. I've got both books, and I don't begrudge Al Ries the money. The emphasis is a little different, and the one reinforces the other.

Ultimately, marketing is about distilling a distinctive promise to the consumer and then promoting it aggressively. This book is mainly about the distinctive promise and its distillation. It talks about the kinds of campaigns that this leads to, but it isn't a how-to book for doing your first city-wide outdoor advertising campaign. There are lots of other books out there that do that -- but, be warned: many of them fall into the frequent traps that Ries warns us about.

For my money, this is a book well worth heeding.

5 people found this helpful

Zeya

Short and useful

Reviewed in the United Kingdom on January 12, 2021

Verified Purchase

Short book, useful for understanding how effective marketing can work. Only issue is it's outdated I'm some sections.

Joanne Morley

Good - but similar to 22 laws of branding

Reviewed in the United Kingdom on December 23, 2008

Verified Purchase

I read this book because I had read their other book the 22 Imutable Laws of Branding and whilst there are some similarities, there is still some good stuff in here. They explain marketing in a simple way and don't over theorise. You can still pick up some marketing gems even if you have been marketing for years. I agree with one reviewer who said marketing is "not an exact sicence" because it relies on the human mind and emotion so much. Something which is very important and is explored in The Brighter Marketing Bible for Small Businesses . If you really want to find out more about marketing but don't have much time the 22 Immutable Laws of marketing is a good read.