Category: Book Notes

Chapter 18 – The Law of Success The law: Success often leads to arrogance, and arrogance to failure. Ries and Trout state that success can lead to being less objective and less in tune with the market.  They believe line extensions are very often the result of this law.  Companies believe their brand is the… Continue reading Book Notes: “The 22 Immutable Laws of Marketing” – Chapters 18-22

Chapter 15 – The Law of Candor Law: When you admit a negative, the prospect will give you a positive. According to Ries and Trout, admitting a negative is effective because it is disarming.  They say consumers are skeptical when presented with positives in advertising.  As an example, the authors point to mouthwash.  Scope advertised… Continue reading Book Notes: “The 22 Immutable Laws of Marketing” – Chapters 15-17

Chapter 12 – The Law of Line Extension The law: There’s an irresistible pressure to extend the equity of a brand. Ries and Trout state The Law of Line Extension, or spinning off new products using the same brand name altered slightly, is the most commonly broken immutable law of marketing.  They give the example… Continue reading Book Notes: “The 22 Immutable Laws of Marketing” – Chapters 12-14

Chapter 8 – The Law of Duality The law: In the long run, every market becomes a two-horse race. Ries and Trout explore the Law of Duality in the non-alcoholic beverage industry.  In 1969, Coke had sixty percent of the market, Pepsi had twenty-five percent, and RC cola had six percent.  According to the law,… Continue reading Book Notes: “The 22 Immutable Laws of Marketing” – Chapters 8-11

Chapter Four – The Law of Perception The law: “Marketing is not a battle of products, it’s a battle of perception.” The authors argue that touting a product or service as the best will not succeed against customer perceptions.  This is because a perception “is often interpreted as a universal truth.” As an example, the… Continue reading Book Notes: “The 22 Immutable Laws of Marketing”

The next book in my “Book Notes” series is The 22 Immutable Laws of Marketing by Al Ries and Jack Trout. The authors claim the twenty-two laws have always existed, but corporations have been reluctant to acknowledge them. While many businesses believe that with enough effort and money, a marketing campaign will succeed, Ries and… Continue reading Book Notes: “The 22 Immutable Laws of Marketing”