The 22 Immutable Laws of Marketing

About the Author

Al Ries and Jack Trout are two of the most influential figures in the world of marketing. Their careers span decades, during which they have become pioneers of the concept of positioning, a cornerstone of modern marketing strategy. Ries and Trout have authored numerous books together, each contributing significantly to the field, but it is "The 22 Immutable Laws of Marketing" that has cemented their legacy.

Al Ries is particularly known for his work on positioning and branding, concepts that have revolutionized how businesses think about marketing. Jack Trout, who passed away in 2017, was a marketing strategist who helped popularize these ideas alongside Ries. Together, they have influenced generations of marketers, helping them navigate the complex landscape of consumer perception and brand positioning.

Main Idea

The central thesis of "The 22 Immutable Laws of Marketing" is that success in marketing is governed by universal laws, much like the laws of nature. These laws, when followed, can lead to success, but when ignored or violated, they can spell disaster for a brand. Ries and Trout emphasize the importance of understanding and adhering to these laws to achieve and sustain success in the marketplace.

They argue that the most successful companies are not necessarily those with the best products or the largest budgets, but rather those that can position themselves effectively in the minds of consumers. The book outlines 22 principles that businesses should follow to secure a dominant position in their markets and maintain that position over time.

Table of Contents

1. Convince Consumers That You’re the Only Viable Option
2. Focus Your Message
3. Leverage Your Market Position
4. Be Consistent
5. Be Strategic About Your Overall Marketing Plan
6. Get on Top and Stay There

Convince Consumers That You’re the Only Viable Option

Law #1: Be the First in Your Field

Ries and Trout open their book with a powerful assertion: being first in the marketplace gives a brand a significant advantage. They explain that consumers tend to remember the first brand they encounter in a category, which often becomes the default choice. For example, Coca-Cola, as the first cola brand, has remained synonymous with the category despite numerous competitors offering similar or even superior products.

"People remember firsts, and companies that are first to enter their markets are typically more successful than those that follow, even if the latecomers have better products." — Al Ries and Jack Trout

Law #2: If You Can’t Be First, Create a New Category

If another brand has already claimed the top spot, Ries and Trout advise creating a new category where your product can be the first. This strategy allows a company to carve out a unique niche and avoid direct competition with established leaders. An example provided is Charles Schwab, who pioneered the concept of a discount brokerage firm, effectively creating a new category in the financial services industry.

• Create a distinct category for your product.
• Emphasize what sets your brand apart.
• Avoid direct competition with established leaders.

Law #3: Be the First Brand in Consumers’ Minds

Even more important than being first in the market is being first in the minds of consumers. Ries and Trout highlight that the ultimate goal of marketing is to establish a brand as the go-to option for a particular need or desire. This requires not only being first but also maintaining a strong and consistent presence in the consumer's mind.