Blue field like crop rows and burgundy border, saying "Don't Just Survive - Thrive

The 22 Immutable Laws of Marketing, by Al Ries & Jack Trout

Thesis: Know thy audience, some laws to follow when marketing. Also, this is a pretty funny book title as some of what they say has been proven wrong in time.

Specific things to remember:

  • It’s better to be first than better
  • If you can’t be first in a category, set up a new category to be first in
  • It’s better to be first in the mind than first in the marketplace (longevity)
  • Marketing is not the battle of products, it’s the battle of perception
  • The most powerful concept in marketing is owning a word in the prospect’s mind (ie, driving, cavities, overnight)
  • Two companies cannot share the same word in someone’s mind
  • The strategy to use depends on which run of the ladder you’re on
    • No 2 = good, you’re trying harder
    • The UnCola
  • In the long run, every market becomes a two-horse race
  • If you’re shooting for second place, your strategy is determined by the leader.
  • Over time, a category will divide and become more categories
  • Marketing effects take place over an extended of a period of time
  • There’s an irresistible pressure to extend the equity of the brand (don’t, stay true)
  • You have to give up something in order to get something
  • For every attribute, there is an opposite, effective tribute
  • When you admit a negative, the prospective will give you a positive
  • In each situation, only one move will produce substantial results
  • Unless you write your competitors’ plans, you can’t predict the future
  • Success often leads to arrogance, and arrogance leads to failure
  • Failure is to be expected and accepted
  • The situation is often the opposite of what it appears
  • Successful programs are not built on fads, they’re built on trends
  • Without adequate funding, an idea won’t get off the ground