The 22 Immutable Laws of Marketing: Violate Them at ...

This book, envelops 22 principles of marketing which is the result of a 25 years experience. Very concise and illuminating, the authors explain each law ... Goodreadshelpsyoukeeptrackofbooksyouwanttoread. Startbymarking“The22ImmutableLawsofMarketing:ViolateThematYourOwnRisk”asWanttoRead: WanttoRead saving… WanttoRead CurrentlyReading Read Othereditions Enlargecover WanttoRead saving… Errorratingbook.Refreshandtryagain. Ratethisbook Clearrating 1of5stars2of5stars3of5stars4of5stars5of5stars OpenPreview SeeaProblem? We’dloveyourhelp. Letusknowwhat’swrongwiththispreviewof The22ImmutableLawsofMarketingbyAlRies. Problem: It’sthewrongbook It’sthewrongedition Other Details(ifother):   Cancel Thanksfortellingusabouttheproblem. ReturntoBookPage Notthebookyou’relookingfor? Preview—The22ImmutableLawsofMarketing byAlRies The22ImmutableLawsofMarketing:ViolateThematYourOwnRisk by AlRies, JackTrout 4.04  ·  Ratingdetails ·  19,054 ratings  ·  768 reviews Therearelawsofnature,sowhyshouldn'ttherebelawsofmarketing?AsAlRiesandJackTrout—theworld-renownedmarketingconsultantsandbestsellingauthorsofPositioning—note,youcanbuildanimpressiveairplane,butitwillneverleavethegroundifyouignorethelawsofphysics,especiallygravity.Whythen,theyask,shouldn'ttherealsobelawsofmarketingtha Therearelawsofnature,sowhyshouldn'ttherebelawsofmarketing?AsAlRiesandJackTrout—theworld-renownedmarketingconsultantsandbestsellingauthorsofPositioning—note,youcanbuildanimpressiveairplane,butitwillneverleavethegroundifyouignorethelawsofphysics,especiallygravity.Whythen,theyask,shouldn'ttherealsobelawsofmarketingthatmustbefollowedtolaunchandmaintainwinningbrands?InThe22ImmutableLawsofMarketing,RiesandTroutofferacompendiumoftwenty-twoinnovativerulesforunderstandingandsucceedingintheinternationalmarketplace.FromtheLawofLeadership,toTheLawoftheCategory,toTheLawoftheMind,thesevaluableinsightsstandthetestoftimeandpresentaclearpathtosuccessfulproducts.Violatethematyourownrisk. ...more GetACopy KindleStore $12.99 AmazonStores ▾AudibleBarnes&NobleWalmarteBooksAppleBooksGooglePlayAbebooksBookDepositoryAlibrisIndigoBetterWorldBooksIndieBoundThriftbooksLibraries Paperback,143pages Published April27th1994 byHarperBusiness (firstpublished1993) MoreDetails... OriginalTitle The22ImmutableLawsofMarketing:ViolateThematYourOwnRisk! ISBN 0887306667 (ISBN13:9780887306662) EditionLanguage English OtherEditions(44) AllEditions | AddaNewEdition | Combine ...LessDetail EditDetails FriendReviews Toseewhatyourfriendsthoughtofthisbook, pleasesignup. ReaderQ&A Toaskotherreadersquestionsabout The22ImmutableLawsofMarketing, pleasesignup. BethefirsttoaskaquestionaboutThe22ImmutableLawsofMarketing ListswithThisBook ThePersonalMBA-99BestBusinessBooks 138books — 240voters FogCreekSoftwareManagementTrainingProgram 119books — 81voters Morelistswiththisbook... CommunityReviews Showing1-30 Averagerating 4.04  ·  Ratingdetails  ·  19,054 ratings  ·  768 reviews AllLanguagesBahasaIndonesia‎(2) English‎(671) Español‎(22) Français‎(2) Italiano‎(9) Magyar‎(1) Nederlands‎(1) Polski‎(2) Pусскийязык‎(4) TiếngViệt‎(21) Türkçe‎(4) монгол‎(2) العربية‎(7) فارسی‎(3) বাংলা‎(1) ქართული‎(1) 日本語‎(1) Morefilters  |  Sortorder StartyourreviewofThe22ImmutableLawsofMarketing:ViolateThematYourOwnRiskWriteareview Nov17,2008 Viraj ratedit reallylikedit RecommendedtoVirajby: JosephLaia,Miasole Shelves: management Forthesummary,pleaseemail/PMme.1:TheLawofLeadership:It’sbettertobefirstthanitistobebetter.2:Thelawofcategory:Ifyoucan’tbefirstinacategory,setupanewcategoryyoucanbefirstin.3:Thelawofthemind:It’sbettertobefirstinthemindthantobefirstinthemarketplace4:Thelawofperception:Marketingisnotabattleofproducts;it’sabattleofperceptions.5:Thelawoffocus:Themostpowerfulconceptinmarketingisowningawordintheprospect’s Forthesummary,pleaseemail/PMme.1:TheLawofLeadership:It’sbettertobefirstthanitistobebetter.2:Thelawofcategory:Ifyoucan’tbefirstinacategory,setupanewcategoryyoucanbefirstin.3:Thelawofthemind:It’sbettertobefirstinthemindthantobefirstinthemarketplace4:Thelawofperception:Marketingisnotabattleofproducts;it’sabattleofperceptions.5:Thelawoffocus:Themostpowerfulconceptinmarketingisowningawordintheprospect’smind.6:TheLawofExclusivity:Twocompaniescannotownthesamewordintheprospect’smind.7:Thelawofladder:Thestrategytousedependentonwhichrungyouoccupyontheladder.8:TheLawofDuality:Inthelongrun,everymarketbecomesatwo-horserace.9:TheLawoftheopposite:Ifyou’reshootingforsecondplace,yourstrategyisdeterminedbytheleader.10:TheLawofDivision:Overtime,acategorywilldivideandbecometwoormorecategories.11:TheLawofperspective:Marketingeffectstakeplaceoveranextendedperiodoftime.12:TheLawofLineExtension:There’sanirresistiblepressuretoextendtheequityofthebrand.13:TheLawofsacrifice:Youhavetogiveupsomethinginordertogetsomething.14:TheLawofAttributes:Foreveryattribute,thereisanopposite,effectiveattribute.15:TheLawofcandor:Whenyouadmitanegative,theprospectwillgiveyouapositive.16:TheLawofsingularity:Ineachsituation,onlyonemovewillproducesubstantialresults.17:TheLawofunpredictability:Unlessyouwriteyourcompetitors’plans,youcan’tpredictthefuture.18:TheLawofsuccess:Successoftenleadstoarrogance,andarrogancetofailure.19:TheLawoffailure:Failureistobeexpectedandaccepted.20:TheLawofhype:Thesituationisoftentheoppositeofthewayitappearsinthepress.21:TheLawofacceleration:Successfulprogramsarenotbuiltonfads,they’rebuiltontrends.22:TheLawofResources:Withoutadequatefundinganideawon’tgetofftheground. ...more flag 77likes · Like  · seereview Viewall20comments Oct18,2016 YevgeniyBrikman ratedit likedit Thisbookisagoodoverviewofbasicmarketingprinciples,buttheso-called"immutablelaws"areneitherlawsnorimmutable.Theyare,atbest,rulesofthumbthatoftenchangeandcontradicteachother.Thebookitselfcontainsplentyofexamplesofthis!Forexample,theytalkatlengthaboutthe"LawofExtension",andhowsuccessfulbrandsshouldneverextendtheirproductlinetonewproducts/markets,butinlaterchapters,youseeafewsuccessfulexamplesofcompaniesdoingexactlythat Thisbookisagoodoverviewofbasicmarketingprinciples,buttheso-called"immutablelaws"areneitherlawsnorimmutable.Theyare,atbest,rulesofthumbthatoftenchangeandcontradicteachother.Thebookitselfcontainsplentyofexamplesofthis!Forexample,theytalkatlengthaboutthe"LawofExtension",andhowsuccessfulbrandsshouldneverextendtheirproductlinetonewproducts/markets,butinlaterchapters,youseeafewsuccessfulexamplesofcompaniesdoingexactlythat.Moreover,thebookisdated.Theytalkextensivelyabouthowessentialitistobefirstinthemarket("LawofLeadership"),butthereareahugenumberofmodernexamplesthatbecamewildlysuccessfuldespiteviolatingthis"law",includingGoogle(notthefirstsearchengine),Facebook(notthefirstsocialnetwork),LinkedIn(notthefirstprofessionalnetworkorjobsite),andmanyothers.Anevenbiggerproblemwiththisbookisthatit'sobservationalandnotpredictive.Whereaslawsofscienceallowyoutopredictwhatwillhappeninthefuture(e.g.thelawofgravityallowsyoutopredicthowtoplanetswillmoveinspace),the"laws"inthisbookmerelydescribesomethingthathappenedinthepast.Theauthorstrytodeterminecauseandeffectfromthesepastevents,butcorrelationdoesnotimplycausation.Forexample,thebooktalksaboutIBMbeingwildlyprofitablewhiletheyfocusedononebusinesslineandthenbarelysurvivingafterstartingtoworkonmultiplebusinesslines.Ifthiswasacontrolledexperimentandthe*only*thingthatchangedwasthatIBMstartedtoworkonmultiplebusinesslines,the"LawofExtension"wouldbeareasonableexplanation.Buttheworldisn'tstatic.IBMcould'vestartedtostrugglefordozensofotherreasons:competitorsintroducednewproducts,newtechnologiesweredeveloped,thequalityofIBM'sproductsdecreased,andsoon.Allthatsaid,thisbookisstillvaluableasacollectionofinterestingmarketingcasestudiesandasawaytogetintothemindofamarketer.Someoftheusefulideasyou'llfind:*Perceptionismoreimportantthanproduct.*Customersputproductsinto"categories"thathavemoretodowithmarketingthanproduct.Forexample,intheUS,Hondaisseenasacarmaker,whereasinJapan,it'sseenasamotorcyclemaker,eventhoughit'sthesamecompanywiththesameproducts.*Onceyou'reinacategory,it'sveryhardtomove,whichiswhyusingthesamebrandnameoneverything,evenifit'sapowerfulbrandname,doesn'talwayswork(e.g.Heinzketchup=good,Heinzsalad=WTF).*Yourbasicgoalinmarketingistobe#1inyourcategory.Youcangettherebydominatinganexistingcategory...orbycreatinganewcategory.*Don'tbeafraidtoadmitweaknessesandflaws.Candorcanbedisarming.Peoplearenaturallysuspiciousofanyonepraisingthemselves,butifyouadmitanegative,mostpeoplea)automaticallyassumeyou'retellingthetruth,b)assumeifyou'rewillingtotalkaboutaweakness,thenyoumusthavesomeamazingstrengths,c)reflexivelyforgiveyouandbecomemoreopentotherestofyourmessage.*Focusyourmarketingontheleader'sweaknessesratherthantheirstrengths.Forexample,ifyoumakecarsthatcompetewithVolvo,marketingaround"safety"won'tbeaseffectiveasmarketingaround"speed"or"fun"or"elegantdesign".Irecommendskimmingthebook,andinsteadofacceptingtheauthors'interpretationofeventsandassumingtheyareteachingyouimmutablelaws,fileawaytheseideasasfacetsyoushouldconsiderwhendevelopingamarketingstrategy.Isupposeitwouldbemoreaccuratetocallthisbook"22rulesofthumbaboutmarketing,"butI'msurethatwouldviolateoneoftheirmarketinglaws...Asalways,Isavedafewofmyfavoritequotesfromthebook:"Thebasicissueofmarketingiscreatingacategoryyoucanbefirstin.""Marketingisabattleofperceptions,notproducts.""Don'ttrytobebetter.Trytobedifferent." ...more flag 47likes · Like  · seereview Viewall4comments Nov17,2017 AmirTesla ratedit itwasamazing Shelves: entrepreneurship It’sanillusion.Thereisnoobjectivereality.Therearenofacts.Therearenobestproducts.Allthatexistsintheworldofmarketingareperceptionsinthemindsofthecustomerorprospect.Theperceptionisthereality.Everythingelseisanillusion.Marketingisamanipulationofthoseperceptions.Readingsomebooksislikelearninganewlanguage,youunderstandthingsyoudidn'tbeforeandyouseethings,youdidn'tseebefore"the22immutablelawsofmarketing"isdefinitelyoneof It’sanillusion.Thereisnoobjectivereality.Therearenofacts.Therearenobestproducts.Allthatexistsintheworldofmarketingareperceptionsinthemindsofthecustomerorprospect.Theperceptionisthereality.Everythingelseisanillusion.Marketingisamanipulationofthoseperceptions.Readingsomebooksislikelearninganewlanguage,youunderstandthingsyoudidn'tbeforeandyouseethings,youdidn'tseebefore"the22immutablelawsofmarketing"isdefinitelyoneofthem.Besidesthese,knowingaboutmarketingcanhavesignificantimplicationsforyourpersonallivesaswellacoupleofwhichI'llpointoutthroughoutthisreview.SincefirstIstartedreadingabout"CognitiveScience",it'sfascinatinghowcounter-intuitivemanythingsinlifeareandthesameholdstrueformarketing.Thisbook,envelops22principlesofmarketingwhichistheresultofa25yearsexperience.Veryconciseandilluminating,theauthorsexplaineachlawfollowedbyseveralexamplesofbusinesseswhofollowedorviolatedthatlawalongwiththeconsequencesoftheiractions.HereareagistoftheimportantlawsandIthinktheotheronesareaninterplayorderivationoftheselaws.ThelawofleadershipAccordingtothislaw,thefirstcompanywhostartswithanidea,willalwaysownthemajormarketshare.Onceanamecapturestheprospects'mind,nothingcanchangeit.Theotherreasonisthatpeopleassociatethenameofthefirstbrandtotheidea.ForinstanceXerox,stillmanypeopleusethenamexeroxwhentheywanttoaskforacopy.Well,doesitmeanwhensomecompany(likecoca-cola)startsacokebusiness,itsoverfortheothers?No,ifthenewcomersexploittheotherlaws.Thebasicissueinmarketingiscreatingacategoryyoucanbefirstin.It'smucheasiertogetintothemindfirstthantotrytoconvincesomeoneyouhaveabetterproductthantheonethatdidgettherefirst.ThelawofthecategoryIfyoucan'tbefirstinacategory,setupanewcategoryyoucanbefirstin.Whenyoulunchanewproduct,tocompetethefirst-comer,youmustNOTaskyourself:"Howisthisnewproductbetterthanthecompetetion?"but"Firstwhat?"Inotherwords,whatcategoryisthisnewproductfirstinProspectsareonthedefensivewhenitcomestobrands.Everyonetalksaboutwhytheirbrandisbetter.Butprospectshaveanopenmindwhenitcomestocategories.Forinstance,IBMwasfirstincomputers,DECestablisheditselfasfirst,inminicomputers...ThelawofthemindIt'sbettertobefirstinthemindthantobefirstinthemarketplace.Thislawsupportsthefirstone.marketingisthebattleofperception,notproduct.Thefistonewhoreachesthemindsoftheprospects,winstheposition.Youcan'tchangethemindonceit'smadeupifyouwanttomakeabigimpressiononanotherperson,youcannotwormyourwayintotheirmindandthenslowlybuildupafavorableopinionoveraperiodoftime.Theminddoesn’tworkthatway.Youhavetoblastyourwayintothemind.Thereasonyoublastinsteadofwormisthatpeopledon’tliketochangetheirminds.Oncetheyperceiveyouoneway,that’sit.Theykindoffileyouawayintheirmindsasacertainkindofperson.ThelawofperceptionThisisoneofmyfavorites:It’sanillusion.Thereisnoobjectivereality.Therearenofacts.Therearenobestproducts.Allthatexistsintheworldofmarketingareperceptionsinthemindsofthecustomerorprospect.Theperceptionisthereality.Everythingelseisanillusion.Marketingisamanipulationofthoseperceptions.ThelawoffocusContinued... ...more flag 29likes · Like  · seereview Dec11,2009 Luke ratedit reallylikedit TimFerrisslistedthisinhistop5favoritebooks,soIpickeditup.Thecoreofthe22lawsisIdentity.Theauthorsarguethattoomanybusinessesbelievetheywillwinsimplybyhavingthebestproduct,whichisn'ttrue.Thewinneristheproductthatcapturesthemindofitstargetcustomers.Whenaproductisfirsttomarket,thefirstofitscategory,itusuallyestablishesafootholdthatnoothercompanycanwrestaway.Socreateyourowncategory,andbefirstthere.Winthemindsoft TimFerrisslistedthisinhistop5favoritebooks,soIpickeditup.Thecoreofthe22lawsisIdentity.Theauthorsarguethattoomanybusinessesbelievetheywillwinsimplybyhavingthebestproduct,whichisn'ttrue.Thewinneristheproductthatcapturesthemindofitstargetcustomers.Whenaproductisfirsttomarket,thefirstofitscategory,itusuallyestablishesafootholdthatnoothercompanycanwrestaway.Socreateyourowncategory,andbefirstthere.Winthemindsofthepeople.Ifyouaresecondorworseinacategory,acknowledgethis.AvisRent-a-Cardidthisbyadmitting,"We'resecondplace-butwetryharder."Or,winanewwordinthemindsofyourcustomers.Ragupastasaucedidthisbywinningtheword"thicker,"whichdifferentiatesthemfromthemarketleader,Prego.Averygoodbookforunderstandingbasicprinciplesofhowmarketingneedstogobeyondsimplysayingwhyyourproductisthebest. ...more flag 11likes · Like  · seereview View1comment Apr05,2009 Melissa ratedit itwasok Shelves: 2009 Theusualbusinessbook....Theyviolatedtheirtitleinthefirstchapter... flag 11likes · Like  · seereview Sep01,2011 JosephMcBee ratedit didnotlikeit  ·  reviewofanotheredition IreadthisbookbecauseanotherbusinessauthorIlikerecommendeditandbecauseIamcurrentlywritingaclassonmarketingandwantedtouseitforresearch.Ihatedit.Iwanttobecarefulhere.WhenwritingareviewforabookIdon'tlikeIwanttokeepinmindthatIamtalkingaboutsomethingthatpeoplecreated.IdoNOTwanttowriteanythingthatIwouldnotsaytotheauthors'facesiftheywerestandingrightinfrontofme.ThisisdifficultinawaybecauseIreally,REALLYdidn't IreadthisbookbecauseanotherbusinessauthorIlikerecommendeditandbecauseIamcurrentlywritingaclassonmarketingandwantedtouseitforresearch.Ihatedit.Iwanttobecarefulhere.WhenwritingareviewforabookIdon'tlikeIwanttokeepinmindthatIamtalkingaboutsomethingthatpeoplecreated.IdoNOTwanttowriteanythingthatIwouldnotsaytotheauthors'facesiftheywerestandingrightinfrontofme.ThisisdifficultinawaybecauseIreally,REALLYdidn'tlikethisbook.Thebookstruckmeasbeingamanualonhowtomanipulateotherswrittenbymastersofthecraft.Thebookiswoefullyout-of-dateaswellandmanyoftheauthor'sexamplesarenolongerrelevant.Igetthatthemajorityofthe"laws"theyespouseinthebookarestillrelevant,butIdon'tknowifIcould,ingoodconscience,usemanyofthem.Inonepartofthebooktheauthorsrecommendthatyouchooseaproductdifferentiatorandthenmakepeoplebelievethatthisaspectofyourproductissomethingthattheydesperatelyneed.Evenwhentheydon't.Here'sthething,IKNOWthatthisisastandardmarketingtactic.Wealldo.Butknowingsomethingandhavingitshovedinyourfaceinallitsuglinessaretwodifferentthings.Ifanything,thisbookdrovehomethetruthofthesinfulnessofmanforme.Notjustbecauseofthethingsthesemenwererecommendingbutalsobecauseofmyresponse.HereIwas,readingthebookandfeelingdisgustedandthenIstartedfeelingverysmugthatIwassomuchmoremoralthantheauthors.That'snotattractive.Butitishuman.Andmaybethatcanbesaidaboutthebooktoo. ...more flag 8likes · Like  · seereview View1comment Mar14,2016 Stephanie ratedit didnotlikeit Receivedthis23-year-oldbookformy23rdbirthdayandwantedtolikeitbutitwassofrustrating."Therearelawsofnature(physics),sowhyshouldn'ttherebelawsofmarketing?"???Herearejustacouplereasons:1)Dealingwithabsolutessetsanauthoruptolookfoolishwhenmostofhisexamplesdon'tcometrue...e.g."ThereareominoussignsofsoftnessinMicrosoft'sstrategy...i.e.expandingintospreadsheets(Lotusistheleader),wordprocessing(WordPerfectistheleader),andbusi Receivedthis23-year-oldbookformy23rdbirthdayandwantedtolikeitbutitwassofrustrating."Therearelawsofnature(physics),sowhyshouldn'ttherebelawsofmarketing?"???Herearejustacouplereasons:1)Dealingwithabsolutessetsanauthoruptolookfoolishwhenmostofhisexamplesdon'tcometrue...e.g."ThereareominoussignsofsoftnessinMicrosoft'sstrategy...i.e.expandingintospreadsheets(Lotusistheleader),wordprocessing(WordPerfectistheleader),andbusinessgraphics(HarvardGraphicsistheleader)."2)Mostoftheseimmutablelawsaresubjective,e.g."Law18:Successoftenleadstoarrogance,andarrogancetofailure."Right,comparetoNewton'sthirdlaw:"Whenonebodyexertsaforceonasecondbody,oftentimes,dependingonitspersonality,thesecondbodywilldecidetoexertaforceintheoppositedirection,usuallyequalinmagnitude,onthefirstbody." ...more flag 7likes · Like  · seereview View2comments May19,2009 UmarGhumman ratedit itwasamazing Ilovethisbook.Thelawsarestillapplicableandwillbeapplicable25yearsfromnow. flag 7likes · Like  · seereview View2comments Dec19,2015 KirtidaGautam ratedit reallylikedit Shelves: chakra-3 The22ImmutableLawsofMarketingisagreatbook.It'sverysmallandeasytoread.Thechaptersstartwithwordsofwisdom.Someofthemarecounterintuitiveandmakescompletesense.FewQuotesthatIliked.Hypeishype.Realrevolutionsdon’tarriveathighnoonwithmarchingbandsandcoverageonthe6p.m.news.Realrevolutionsarriveunannouncedinthemiddleofthenightandkindofspeakuponyou.Capturingtheimaginationofthepublicisnotthesameasrevolutionizingamarket. The22ImmutableLawsofMarketingisagreatbook.It'sverysmallandeasytoread.Thechaptersstartwithwordsofwisdom.Someofthemarecounterintuitiveandmakescompletesense.FewQuotesthatIliked.Hypeishype.Realrevolutionsdon’tarriveathighnoonwithmarchingbandsandcoverageonthe6p.m.news.Realrevolutionsarriveunannouncedinthemiddleofthenightandkindofspeakuponyou.Capturingtheimaginationofthepublicisnotthesameasrevolutionizingamarket.Unlessyouwriteyourcompetitor’splans,youcan’tpredictthefuture. ...more flag 6likes · Like  · seereview Jan25,2015 Dax ratedit itwasok Thisbookisagreatillustrationofwhatcangowrongwithbusinesswiriting.The22Lawsthemselvesareactuallygreat.Icanseethevalueintheinsightssharedbytheauthors.Theproblemwiththebookisthetimelinessoftheexamples.Ilaughedoutloudseveraltimesbecausethesupportingreferencestheyusedwereeitherincredibllydatedorjustcompletlywrrong.Don'tgetmewrong.Iamnotbashingtheauthorsbecuasetheyarenotomniscient.Exactlytheopposite.Thepointisthatthi Thisbookisagreatillustrationofwhatcangowrongwithbusinesswiriting.The22Lawsthemselvesareactuallygreat.Icanseethevalueintheinsightssharedbytheauthors.Theproblemwiththebookisthetimelinessoftheexamples.Ilaughedoutloudseveraltimesbecausethesupportingreferencestheyusedwereeitherincredibllydatedorjustcompletlywrrong.Don'tgetmewrong.Iamnotbashingtheauthorsbecuasetheyarenotomniscient.Exactlytheopposite.Thepointisthatthingschange,thefutureisuncertain,andyoucan'tbelieveeverythingyouread.SomeofthehilariousexamplesIcameacrossinclude:1)PointingtoDonaldTrumpasanexampleofafailurebecausehehadhishandintoomanythings.2)CitingtheflawedlogicofBillGatesthinkinghewouldbeabletobattleLotus(spreadsheets)andWordPerfect(wordprocessing).3)Extollingthevirtuesoftheleadingcomputercompanies:Onlyoneofthetop6stillmakecomputers.Ican'trecommendthisbookuntilitgetsanupdateunlessyouwantagoodlaugh. ...more flag 4likes · Like  · seereview Jun14,2021 AnanyaGhosh ratedit reallylikedit  ·  reviewofanotheredition Shelves: business, 2021 Theauthorwritesinalotofabsolutes.Marketingbeingsuchacreativefield,canitreallybeheldwithin"immutablelaws"?Nevertheless,thebookhassomeinterestingprinciples.Onceyouhavereadit,it'sdifficulttonotlookatbusinessesthroughthoseperspectives. Theauthorwritesinalotofabsolutes.Marketingbeingsuchacreativefield,canitreallybeheldwithin"immutablelaws"?Nevertheless,thebookhassomeinterestingprinciples.Onceyouhavereadit,it'sdifficulttonotlookatbusinessesthroughthoseperspectives. ...more flag 3likes · Like  · seereview View2comments Jul16,2015 AhmadAbugosh ratedit itwasok SomanypeoplerecommendthatIreadthisbook,soIfinallygaveitashot.AtfirstIthoughtitwasamazingandliveduptothehype,lawofleadership,cool,lawofperception,evenbetter!Ilovedhowhegotpsychologicalaboutitandtalksabouthowpeopleperceivebrands.Wherehebegantolosemehowever,waseverythingthathadtodowithanythingthathappenedinthelast20years.Irealizethisbookwaswrittenintheearly90'sbutsomeofthethingshementionedhavebeenprovedwr SomanypeoplerecommendthatIreadthisbook,soIfinallygaveitashot.AtfirstIthoughtitwasamazingandliveduptothehype,lawofleadership,cool,lawofperception,evenbetter!Ilovedhowhegotpsychologicalaboutitandtalksabouthowpeopleperceivebrands.Wherehebegantolosemehowever,waseverythingthathadtodowithanythingthathappenedinthelast20years.Irealizethisbookwaswrittenintheearly90'sbutsomeofthethingshementionedhavebeenprovedwrongmanytimes.Hegetsverycynicaltowardstheend.Ican'ttellifhewasjokingwhenhesaidyoushouldmarry/divorcerich?Itjustseemedoutofplace,andsilly.Obviouslyyouhaveadvantagesifyoualreadyhavemoneyorgetmarriedintoit.Howdoesthathelpus?Also,hementionedthatproductsalwayssneakuponyouatnightandcatchoninthebackofthepaperbutneveronthefrontpage,butthat'snotreallytrueallofthetime(lookattheunveilingofanyAppleproductormorerecentlyTesla).Healsoreallyputsdownthestartupandentrepreneurialspiritbysayingtheonlywaytogetanideaoffthegroundistofindabusinesstosponsoryou/buytheidea.Truethatiseasier,buttherearecountlessstartupsthathavemadeitbybootstrappingorseekingangelinvestment.It'salsoworthnotingthatsincethisbookwaswritten,theentiremarketingscenechanged,sinceSethGodin'spermissionmarketing,tothemoderndayhighlyanalyzeddigitaltargetingwehave.Allinall,thebookisgreattogiveyouabaseonhowtothinkaboutmarketingandhumanemotions,butintermsofpractice,isseverelyoutdated. ...more flag 3likes · Like  · seereview View1comment Feb27,2016 DũngNguyễn ratedit itwasamazing Ifoundthisbookpracticalandinteresting,exceptforthelastlawwhereauthorsstressedtheimportanceofmoneyinMarketing,Imean,whathappenedwithnewwaveofstartupsrecentlyprovedthatmoneydoesn'tmatterthatmuchinmarketing.However,IagainbelievethatthisisaMUST-READbookforthosewhowanttostepinthemarket,eithertheyusetheserulesornot Ifoundthisbookpracticalandinteresting,exceptforthelastlawwhereauthorsstressedtheimportanceofmoneyinMarketing,Imean,whathappenedwithnewwaveofstartupsrecentlyprovedthatmoneydoesn'tmatterthatmuchinmarketing.However,IagainbelievethatthisisaMUST-READbookforthosewhowanttostepinthemarket,eithertheyusetheserulesornot ...more flag 3likes · Like  · seereview View1comment Dec22,2020 MichaelGerasimenko ratedit itwasamazing Easytounderstand,clearlywritten,highcontent,avarietyofexamples.Thebookleavesyouwonderinghowcanitbethatmostcompaniescompletelyignorethem.22immutablelawsofmarketingalsoincludestheanswer:Ego,innerdynamics,hierarchicalstructures,...theclassiccapitalerrorsnowadays,notonlyinthemarketingrealm.Amustreadforeverybodyinterestedinunderstandingmoreaboutmarketing.Thebookprovidesyouwithaproperfundamentforeverymarketingconsideration.Viola Easytounderstand,clearlywritten,highcontent,avarietyofexamples.Thebookleavesyouwonderinghowcanitbethatmostcompaniescompletelyignorethem.22immutablelawsofmarketingalsoincludestheanswer:Ego,innerdynamics,hierarchicalstructures,...theclassiccapitalerrorsnowadays,notonlyinthemarketingrealm.Amustreadforeverybodyinterestedinunderstandingmoreaboutmarketing.Thebookprovidesyouwithaproperfundamentforeverymarketingconsideration.Violatetheselawsatyourownrisk! ...more flag 2likes · Like  · seereview Jan22,2021 ManojKakran ratedit reallylikedit Groundsearchingandavaluablebook.Notupdatedaccordingtorecenttimes. flag 2likes · Like  · seereview Sep18,2013 DexterZhuang ratedit likedit I'mnotsurehowimmutabletheselawsreallyare,butmanyofthemareprettyinterestingtoread.IthinkthebiggesttakeawaysformefromAlRiesandJackTroutarethat1)youshouldalwaysstrivetobe#1inyourcategoryinpeoples'minds2)ifyou'renot#1,differentiateyourselfcompletelyfromthe#1andoccupyyourniche3)becautiousaboutmovingintoothercategoriesofmindshareattheriskoflosingholdofyourcurrentlydominatedcategory.ThekeyassumptionIthinkmadeinthis I'mnotsurehowimmutabletheselawsreallyare,butmanyofthemareprettyinterestingtoread.IthinkthebiggesttakeawaysformefromAlRiesandJackTroutarethat1)youshouldalwaysstrivetobe#1inyourcategoryinpeoples'minds2)ifyou'renot#1,differentiateyourselfcompletelyfromthe#1andoccupyyourniche3)becautiousaboutmovingintoothercategoriesofmindshareattheriskoflosingholdofyourcurrentlydominatedcategory.ThekeyassumptionIthinkmadeinthisbookthatI'mconfidenthaschangedisthewaythatpeoplelearnaboutproducts.Intheworldofthe90's,peoplelearnedaboutproductsthroughTV,print,andotherformsofmediawheretheywouldthenhavetogointoastoreandmakeacognitivedecisiontopurchasetheproduct.However,inthemodernInternetbusinessworld,yourproductisdiscoverablethroughreferrals,worldofmouth,search,etc.etc.wherepeopledon'tneedtomakeaseriouscognitivedecisiontopurchasesomething.Asaresult,thewaythatcompaniescangetmindsharefortheirproductstodayisthroughgettingpeopletocommittimetotryingtheirproductinthefirstplaceandgivethemapositiveexperienceassoonaspossible. ...more flag 2likes · Like  · seereview Jul14,2017 Andrew ratedit reallylikedit Shelves: business Averyshortbookonmarketingprincipleswithafewexamples.Theauthorsneedtoconsulttheirthesaurus,theirlawspresentedarenotlawsnoraretheyimmutable.Thisbookcouldpushto5starsiftheyputmoredatabehindtheirclaims.Herearemyfavoriteprinciplespresented:Leadership:Befirst,notbetterCategory:Makeanewcategoryifyoudonotfitinexistingcategories.Perception:Marketingisabattleofperceptions,notproducts.Duality:Everymarketisatwo-horserace.Succes Averyshortbookonmarketingprincipleswithafewexamples.Theauthorsneedtoconsulttheirthesaurus,theirlawspresentedarenotlawsnoraretheyimmutable.Thisbookcouldpushto5starsiftheyputmoredatabehindtheirclaims.Herearemyfavoriteprinciplespresented:Leadership:Befirst,notbetterCategory:Makeanewcategoryifyoudonotfitinexistingcategories.Perception:Marketingisabattleofperceptions,notproducts.Duality:Everymarketisatwo-horserace.Success:Successleadstoarroganceandthenfailure.Acceleration:Successfulprogramsarebuiltontrends. ...more flag 2likes · Like  · seereview Nov01,2011 JoshSteimle ratedit likedit Pros:Good,solidadviceonmarketing.Cons:Whiletheprincipleswillholdtrueforever,thebookisabout20yearsoldandsotheexamplesarequiteoutdated,althoughentertaininglyandeducationallyso.Thebookisalsoquiteshort.Iwouldlovetoreadanupdatedversionofthebookwithmodern-dayexamplesandabout5timesthecontent. flag 2likes · Like  · seereview Dec24,2009 Jenna ratedit likedit Ithinkthisisagreatbookforsomeonejuststartingtotakeinterestinmarketing.Otherwiseyoumayfindyouknowmostoralloftheinformationshared flag 2likes · Like  · seereview Nov05,2015 Carlos ratedit likedit Somereallygoodpointsmade,butpackedfullwithhindsightbiases. flag 2likes · Like  · seereview Aug04,2016 AhmadElshazly ratedit itwasamazing Forabeginnerinthemarketingfield,Ifeelsoluckytostartwiththisbook. flag 2likes · Like  · seereview View2comments Sep15,2019 TonyaBurrows ratedit itwasok Dated flag 2likes · Like  · seereview View1comment Jan25,2020 Vlad ratedit itwasok Thisbookhasnotheldupwell,andisn'tnearlyasgoodastheauthor'sbookonbrandpositioning.Herearethe22laws,inmyownwords,withtheirexamples:1.*Befirstincategoryinthecustomer'smind.*E.g.,Kleenex,Nintendo,Heinz,Xerox.Theexamplesgivenaresooldthattheynowunderminethe"law."E.g.,"USATodaywillneversucceed.""PlayboyleadsPenthouse."2.*Ifyoucan'tbefirstinacategory,setupyourowncategory.*E.g.,AmeliaEarhartwasthefirst*female*pilotto Thisbookhasnotheldupwell,andisn'tnearlyasgoodastheauthor'sbookonbrandpositioning.Herearethe22laws,inmyownwords,withtheirexamples:1.*Befirstincategoryinthecustomer'smind.*E.g.,Kleenex,Nintendo,Heinz,Xerox.Theexamplesgivenaresooldthattheynowunderminethe"law."E.g.,"USATodaywillneversucceed.""PlayboyleadsPenthouse."2.*Ifyoucan'tbefirstinacategory,setupyourowncategory.*E.g.,AmeliaEarhartwasthefirst*female*pilottocrosstheAtlanticsolo."Youcanturnanalso-ranintoawinnerbyinventingyourowncategory."3.*Bettertobefirstinthecustomer'smindthanfirstinsales.*4.*Perceptionsmattermorethanproduct.*"Thereisnoobjectivereality,therearenobestproducts.Perceptionisreality,everythingelseisillusion."E.g.,NewCokewonintastetests,butfloppedinmarket.5.*Focussothatyouownaword/categoryinthecustomer'smind.*E.g.,PC=IBMPC;ketchup=Heinz;spreadsheet=Excel;Atari=videogames;BMW=driving.6.*Multiplecompaniescan'townthesameword*7.*Foreachcategory,prospectshaveahierarchyintheirmindsanduseittofilter,accept/rejectmarketingmessages.*E.g.,Avis's"wetryharder"campaignworked,buttheswitchto"we'llbe#1"failed;multipleuniversitieshavetried"we'retheHarvardof[region],"andthat'susuallyafailure,too.8.*Everycategoryeventuallyturnsintoaduopoly.*E.g.,PepsiandCoke,CrestandColgate,NestleandHershey.Again,theexampleshaven'tagedwell:"AmericanAirlineswillprobablyendupastheCoca-Colaoftheskies."9.*Don'tcompeteonfactorsthattheleaderofacategoryalreadyowns--bedifferent.*"Toomanypotential#2brandstrytoemulatetheleader."E.g.,Scopewaspositionedas"thegood-tastingmouthwash"vs.Listerine;Stolivodkapositionedas"trueRussianvodka"vs.American-madevodkas;10.*Largecategoriessubdivide.*E.g.,"cars"becameSUVs,wagons,sportscars,compactcars,luxurycars,etc.;"top40music"subdivided;11.*Marketingtakestime.*"AtfirstTheDonaldwassuccessful...today,Trumpis$1.4Bindebt.WhatcausedTrumptofailwaslineextension."12.*Lineextensionisabadidea.""MicrosoftissettingitselfupasthenextIBM,withallthenegativeimplications."TheauthorssuggestMicrosoftwillfailtoachievemarketshareinwordprocessing,spreadsheets,databases,etc.Thepredictionwasclearlyoff.Buttheargumentthatlineextensiondilutesbranddistinctivenessisstillgoodadvice.E.g.,Heinzbabyfood;Adidascologne;Lifesaversgum;Bicpantyhose;Coorswater;PierreCardinwine;Levisshoes.13.*Sacrifice(focus)towin.*Sacrificeproductlinebreadthtowininasinglecategory.Sacrificechangingthingseveryyeartokeepthem"fresh."14.*Everyattributeattachedtoabrandhasacounter-attribute.*E.g.,Coca-Cola's"original"attributealsocreatestheweaknessof"older",allowingPepsitopositionas"younger"andmoreyouth-appealing.15.*Behonestaboutyourflawstowinpointswithcustomers.*E.g.,"Avisisonly#2inrent-a-cars.";"TheVWwillstayuglylonger.";"WithanamelikeSmuckers,ithastobegood.";"Grapenutsisalearnedpleasure."16.*Focusonafewbiglevers,notbeingexcellentacrossathousandinitiatives.*Lookforthat"oneboldstroke"tomakeabigdifference.Beunexpectedinyouronebigmove.17.*Thingsareunpredictablebecauselawschange,competitorssurprise,tasteschange.*E.g.,Xeroxresearchshowednobodywouldpay$.05forapapercopybutobviouslythatwasn'ttrue.18."Egoblindsmarketerstorealityandpreventsgooddecision-making.""...theresult:earlysuccess,andlong-termfailure,asdemonstratedbythefailureofDonaldTrump."19.*Admityourmistakesandmoveonwithchangedplans.*20.*Don'tbelievethepresshype.*21.*Ignorefads,butignoretrendsatyourperil.*E.g.,NinjaTurtlesvs.BarbieDoll.22.*Ittakesmoneytodomarketingwell.*Youneedmoneytolandinaprospect'smind.Spendenoughtobeeffective.Youcan'tsaveyourwaytosuccess. ...more flag 1like · Like  · seereview May15,2018 C ratedit likedit  ·  reviewofanotheredition Shelves: branding, business, marketing, non-fiction Somegoodmarketinglessonshere,thoughIwouldn'tcallthem"immutable"or"laws."Ilaughedatsomeofthepredictionsbecausetheoppositehasoccurred.It'smoreapplicabletobig(nationalorinternational)businessesthansmallones.Forexample,TheLawOfDuality:Inthelongrun,everymarketbecomesatwo-horserace.Thisisn'trelevanttosmallormediumbusinesses,oreventomanylargebusinesses.But,mostoftheprinciplescanapplyeventosmallbusinesses.Theauthorssaytheba Somegoodmarketinglessonshere,thoughIwouldn'tcallthem"immutable"or"laws."Ilaughedatsomeofthepredictionsbecausetheoppositehasoccurred.It'smoreapplicabletobig(nationalorinternational)businessesthansmallones.Forexample,TheLawOfDuality:Inthelongrun,everymarketbecomesatwo-horserace.Thisisn'trelevanttosmallormediumbusinesses,oreventomanylargebusinesses.But,mostoftheprinciplescanapplyeventosmallbusinesses.Theauthorssaythebasicissueofmarketingistocreateacategoryyoucanbefirstin.ImighthavegottenmoreoutofthisbookifI'dreaditbeforeThe22ImmutableLawsofBranding.Notes1:TheLawofLeadership:It’sbettertobefirstthanitistobebetter.Mucheasiertogetintomind1stthantoconvincesomeoneyouhaveabetterproductthancompanythatgotintomind1st.2:TheLawOfTheCategory:Ifyoucan’tbefirstinacategory,setupanewcategoryyoucanbefirstin.3:TheLawOfTheMind:It’sbettertobefirstinthemindthanitistobefirstinthemarketplace.Being1stinmindiseverythinginmarketing.Being1sttomarketisonlyimportantinthatitallowsyoutobe1stintomind.4:TheLawofPerception:Marketingisnotabattleofproducts,it’sabattleofperceptions.5:TheLawOfFocus:Themostpowerfulconceptinmarketingisowningawordintheprospect’smind.Common,dictionarywordsarebest,notcomplicatedorinventedwords.FedExowns"overnight."Youwantyourbrandtostandforgenericincategory(Cokeowns"cola").Bestwordsaresimple,benefit-oriented.Focuson1wordorbenefit,notmore.Ifyoustronglyestablish1benefit,prospectislikelytoassociateotherbenefitswithyou.E.g.,BMWmeans"driving,"Volvomeans"safety,"Nordstrommeans"service."Wordscanrelatetobenefits(e.g.,cavityprevention),service(e.g.,homedelivery),audience(e.g.,youngpeople),sales(e.g.,preferredbrand).Youcan'tnarrowfocuswithquality,honestyoranyotherideathatothercompaniesaren'tpositionedagainst.6:TheLawOfExclusivity:Twocompaniescannotownthesamewordintheprospect’smind.7:TheLawOfTheLadder:Thestrategytousedependsonwhichrungyouoccupyontheladder.Ifyoucan'tbe1stinprospect'smind,trytobecome2ndandworkyourwayupto1st.8:TheLawOfDuality:Inthelongrun,everymarketbecomesatwo-horserace.Battleusuallywindsupastitanicstrugglebetweenold,reliablebrandandupstart.9:TheLawOfTheOpposite:Ifyou’reshootingforsecondplace,yourstrategyisdeterminedbytheleader.Whereverleaderisstrong,there'sopportunityfor#2toturnleader'sstrengthintoweakness.Don'ttrytobebetter;bedifferent.Thereseemtobe2typesofbuyers:thosewhowanttobuyfromleader,andthosewhodon't.Appealtolattergroupbypositioningyourselfagainstleader.10:TheLawOfDivision:Overtime,acategorywilldivideandbecometwoormorecategories.E.g.,computercategorysplitintomanycategoriesofcomputer.11:TheLawOfPerspective:Marketingeffectstakeplaceoveranextendedperiodoftime.12:TheLawOfLineExtension:There’sanirresistiblepressuretoextendtheequityofabrand.Mostviolatedlaw.Happenswithoutconsciouseffort.Maintainfocus;don'tspreadbrandtoothin.13:TheLawOfSacrifice:Youhavetogiveupsomethinginordertogetsomething.Oppositeoflineextension.Limitscopeofproductline,productmarket,constantchange.14:TheLawOfAttributes.Foreveryattribute,thereisanopposite,effectiveattribute.Bettertogoafteroppositeattributeofleader,notsameattribute.15:TheLawOfCandor:Whenyouadmitanegative,theprospectwillgiveyouapositive.Admitanegativeandtwistintoapositive.E.g.,"WithanamelikeSmucker'sithastobegood,"Avis'"WeTryHarder."Negativestatementsareacceptedastruthwithoutproof,butprospectsviewpositivestatementswithskepticismandwantproof.16:TheLawOfSingularity:Ineachsituation,onlyonemovewillproducesubstantialresults.Tryingharderisn'tthesecretofmarketingsuccess.Onlythingthatworksissingle,boldstroke.17:TheLawOfUnpredictability:Unlessyouwriteyourcompetitor’splans,youcan’tpredictthefuture.18:TheLawOfSuccess:Successoftenleadstoarrogance,andarrogancetofailure.19:TheLawOfFailure:Failureistobeexpectedandaccepted.Bewillingtodrop,ratherthanfix,thingsthataren'tworking.20:TheLawOfHype:Thesituationisoftentheoppositeofthewayitappearsinthepress.21:TheLawOfAcceleration:Successfulprogramsarenotbuildonfads,theyarebuiltontrends.Mostprofitablethingtorideisalong-termtrend,notashort-termfad.22:TheLawOfResources:Withoutadequatefunding,anideawon’tgetofftheground.Eventhebestideaintheworldwon'tgoveryfarwithoutspendingonmarketing.Moneyisneededtogetintomindandstayinmind. ...more flag 1like · Like  · seereview Jan04,2021 Thuy ratedit itwasamazing  ·  reviewofanotheredition Law22(ittakesmoneytodomarketing)seemsobsoleteoroverriddenbyLaw17(thingsareunpredictable).IntheageoftheInternet,wehavefreesocialmediatools,andtheyhaveprovenpowerful.Don’tletthelate80s/early90sbrandreferencesbotheryou.Thepointtheauthorsaretryingtomakewiththosestoriesstillholdtrue. flag 1like · Like  · seereview Jun11,2021 RohitSrivastava ratedit reallylikedit Theonlybadthingaboutthisbookisthatitsveryold.Theexamplesaresooutdatedthatit'sridiculous.ThisbookswaswrittenbeforeInternetwasanywhereinthescene!Itstillcapturestheelementsofsuccessfulmarketingstrategieseventoday!Iwouldrecommendthisasyoursecondorlaterbookonmarketing. Theonlybadthingaboutthisbookisthatitsveryold.Theexamplesaresooutdatedthatit'sridiculous.ThisbookswaswrittenbeforeInternetwasanywhereinthescene!Itstillcapturestheelementsofsuccessfulmarketingstrategieseventoday!Iwouldrecommendthisasyoursecondorlaterbookonmarketing. ...more flag 1like · Like  · seereview Jan28,2018 John ratedit reallylikedit Shelves: audiobooked Prettygood,itwasafastlisten.PrioritizedisbecauseTimFerrisspumpeditwayback.Alotoftheexamplesweredatedbutthatwasactuallykindofnicebecause,especiallyinthecaseof"lineextension",youcouldactuallyaddtotheirexampleswhichonlycompoundedthethepoint/law. Prettygood,itwasafastlisten.PrioritizedisbecauseTimFerrisspumpeditwayback.Alotoftheexamplesweredatedbutthatwasactuallykindofnicebecause,especiallyinthecaseof"lineextension",youcouldactuallyaddtotheirexampleswhichonlycompoundedthethepoint/law. ...more flag 1like · Like  · seereview Feb28,2019 Heston ratedit reallylikedit Someofthestoriesareoutdatedasthiswasoriginallypublishedinthe90's,butthe"Laws"seemtoholdtrueforalmostallsegments.ThereareafewstatementsthatfallapartinrarecasessuchaswithSaaSco'sbutforeveryoneelse,thisispureGOLD.Ifyou'reinbiz,readthisbookimmediately. Someofthestoriesareoutdatedasthiswasoriginallypublishedinthe90's,butthe"Laws"seemtoholdtrueforalmostallsegments.ThereareafewstatementsthatfallapartinrarecasessuchaswithSaaSco'sbutforeveryoneelse,thisispureGOLD.Ifyou'reinbiz,readthisbookimmediately. ...more flag 1like · Like  · seereview View2comments Oct10,2020 MarvinMusfiq ratedit itwasamazing OneofthebestmarketingbookI'veeverread.Amustread OneofthebestmarketingbookI'veeverread.Amustread ...more flag 1like · Like  · seereview Nov21,2021 MayarElMahdy ratedit likedit Prettygood.It'ssimpletograsp,butIdon'tknowifitisusefulifyoutrytoapplyityourmarketingcampaign. Prettygood.It'ssimpletograsp,butIdon'tknowifitisusefulifyoutrytoapplyityourmarketingcampaign. ...more flag 1like · Like  · seereview «previous123456789…next» newtopicDiscussThisBook topics  posts  views  lastactivity    Nice! 1 1 Oct31,202002:29AM   TheBillionaireA...: HappyMonday!Thisweek's7partseriesisonbranding.HereisinstallmentI,cheers! 1 1 Aug27,201212:03PM   Moretopics... Share RecommendIt  |  Stats  |  RecentStatusUpdates Readersalsoenjoyed Seesimilarbooks… Genres Business 830users Nonfiction 159users Business> Entrepreneurship 55users Buisness 26users SelfHelp 19users Business> Management 16users SelfHelp> PersonalDevelopment 13users Leadership 11users Audiobook 10users Psychology 10users Seetopshelves… AboutAlRies AlRies 290 followers AlRiesisamarketingprofessionalandauthor.Heisalsotheco-founderandchairmanoftheAtlanta-basedconsultingfirmRies&Rieswithhispartneranddaughter,LauraRies.AlongwithJackTrout,Riescoinedtheterm"positioning",asrelatedtothefieldofmarketing,andauthoredPositioning:TheBattleForYourMind,anindustrystandardonthesubject.RiesgraduatedfromDePauwUniversit AlRiesisamarketingprofessionalandauthor.Heisalsotheco-founderandchairmanoftheAtlanta-basedconsultingfirmRies&Rieswithhispartneranddaughter,LauraRies.AlongwithJackTrout,Riescoinedtheterm"positioning",asrelatedtothefieldofmarketing,andauthoredPositioning:TheBattleForYourMind,anindustrystandardonthesubject.RiesgraduatedfromDePauwUniversityin1950withadegreeinliberalartsandacceptedapositionwiththeadvertisingdepartmentofGeneralElectricbeforefoundinghisownadvertisingagencyinNewYorkCity,RiesCappielloColwell,in1963.Theagencylaterchangedtoamarketingstrategyfirm,Trout&Ries.In1972,againcooperatingwithTrout,Riesco-authoredathree-partseriesofarticlesdeclaringthearrivalofthe"PositioningEra"inAdvertisingAgemagazine,promotingtheirconceptofpositioning.In1994,RiesfoundedRies&RieswithhisdaughterLauraarecentgraduateofNorthwesternUniversityandTBWAadvertisingaccountexecutive.Rieswasselectedasoneofthemostinfluentialpeopleinthefieldofpublicrelationsinthe20thcenturybyPRWeekmagazinein1999.RieshasalsowrittenanumberofbooksthathavemadetheBusinessWeekbestsellerlistonanumberofoccasions. ...more BooksbyAlRies More… RelatedArticlesAuthorLuvvieAjayiJonesWantsYoutoFightYourFears   LuvvieAjayiJones—author,culturalcritic,digitalentrepreneur—mightbebestdescribedasaprofessionaltruthteller.Hercrazilypopular...Readmore...53likes·0comments TriviaAboutThe22Immutable... Notriviaorquizzesyet.Addsomenow» QuotesfromThe22Immutable... “Marketingisabattleofperceptions,notproducts.” — 22likes “Theonlyrealityyoucanbesureaboutisinyourownperceptions.Iftheuniverseexists,itexistsinsideyourownmindandthemindsofothers.” — 14likes Morequotes… Welcomeback.JustamomentwhilewesignyouintoyourGoodreadsaccount.