Get on top and stay there: Beyond the marketing arm of your business, ensure that your organization remains healthy for lasting success.)Ĭonvince Consumers That You’re the Only Viable Option.

Be strategic about your overall marketing plan: Aside from the specifics of your marketing message, be strategic with your overarching tone and approach.Be consistent: Position your product as the best in its category and build your marketing around that product so customers know what to expect from your brand.Leverage your market position: Learn how markets generally behave and how to use that insight to inform your marketing strategy.Focus your message: Create a unique, targeted marketing message.Convince consumers that you’re the only viable option: Position your product as the top choice within your market.Through their research, they discovered common principles that they’ve distilled into these 22 immutable laws.įor added context, we’ve renumbered the laws and grouped them into six themes: Ries and Trout spent more than 25 years studying the best-known (and many little-known) brands to discover which strategies lead to success and which lead to failure. In this 1993 book, marketing experts Al Ries and Jack Trout outline the 22 immutable laws that govern what works and what doesn’t in marketing. While quality products and large cash reserves certainly help, they don’t determine a company’s success. The most successful companies are the ones with the highest-quality products and biggest marketing budgets, right? Wrong. The 22 Immutable Laws of Marketing: Organized Keep reading to learn about The 22 Immutable Laws of Marketing. It’s not quality and products that determine a company’s success, it’s marketing.

What are the 22 immutable laws of marketing? Are you following these laws in your company? What could you be doing better? Like this article? Sign up for a free trial here. Shortform has the world's best summaries and analyses of books you should be reading. This article is an excerpt from the Shortform book guide to 'The 22 Immutable Laws of Marketing' by Al Ries and Jack Trout.

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