22 Immutable Laws of Marketing - 1449 Words

The 22 Immutable Laws of Marketing Marketing consultants, Al Ries and Jack Trout, carefully and logically outline 22 absolute laws for succeeding in the marketing arena in this book. This duo is also credited for authoring Bottom-Up Marketing, Marketing Warfare, and Positioning. The main point, repeated throughout the book, is that marketing is based around the perception of the consumer and once that consumer has formed an opinion on your product or company, it s nearly impossible to change it. Each chapter identifies an immutable law and provides plenty of examples of how different prominent companies marketing strategies either succeeded or failed based on a particular law. Failures often occurred due to poor decision making†¦show more content†¦Two companies cannot own the same word in the prospect s mind, therefore the key is getting others to use your word and become a leader. Another strategy for getting into the mind of consumers is the law of candor. When you admit a negative, the prospect wil l give you a positive. For example, Listerine became very effective when they stated that their product was the taste you hate twice a day. While marketing your product, you have to watch for the law of division. Over time, a category will divide and become two or more categories. Cars are a great example of this law, but timing is important and you can be too early to exploit a new category. Moving farther into your project, you need to realize that marketing effects take place over an extended period of time. Donald Trump filing for bankruptcy is a great example of short-term success leading to long-term failures. Successful programs are not built on fads, they re built on trends. Fads are good for the short-term, but trends are better for the long-term. The key to a long-term trend is to never totally satisfy the demand of your product or service. As your brand becomes successful, there s an irresistible pressure to extend the equity of the brand. The authors state t hat the most violated law in the book is the law of line extension. Instead of spreading yourself thin over many products, it is better to be strong somewhere insteadShow MoreRelatedTechnology And Technology : The Future Of Technology861 Words   |  4 Pagescomputers and laptops we have evolved from having those fat computer monitors to now thin screens that move faster. Apple has also cornered the market on computers otherwise known as Mac computers. Apple computers has remained first rung on the law of duality. The law of duality is that in the long run, every market becomes a two-horse race (Ries, A., Trout, J. 1994). Apple has fought its way to first place compared to Windows. 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