The 22 Immutable Laws of Marketing

Al Ries · Jack Trout

Apr 2014 · HarperAudio · Narrated by David Drummond

About this audiobook

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.

Ratings and reviews

Extremely dated. From the brands and examples given I'm guessing the year is around 1992. There is lots of talk of IBM Main Frame Computers, Atari, Micro Computers with no mention of anything like the the internet. The audio voice is straight out of a 1980's commercial. I think a lot of the material is still valuable and useful today but really would prefer something more up to date and some of the predictions with hindsight are pretty funny. When i saw the 2014 published date i guessed they had updated the book, but this seems not to be the case. DIssapointed -come on google play. there are some great far more up to date books out there. I kind of enjoyed listening to it as it seems so outdated its interesting to think back to a simpler time before the internet and social media. I think The discussion around car brands seems to hold fairly true today. I guess Apple have broken some of these rules. If you want something more up to date maybe check out Seth Godin on Yout#Tube.

I appreciate the useful examples. The laws still apply today and will tomorrow.

Worth every word.

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.