It talks about the kinds of campaigns that this leads to, but it isn't a how-to book for doing your first city-wide outdoor advertising campaign. This book is mainly about the distinctive promise and its distillation. Ultimately, marketing is about distilling a distinctive promise to the consumer and then promoting it aggressively. The emphasis is a little different, and the one reinforces the other. I've got both books, and I don't begrudge Al Ries the money. Third, the book is actually pretty much the same as the 22 Immutable Laws of Branding, by the same author. The other two times fit perfectly with his law of unpredictability. On the other hand, this is no bad thing: you can look at the brands that Ries said would not prosper unless they changed their marketing, and compare them with what did prosper. It was written in 1994, and, in many ways, we're in a different world now. What Ries is saying may not be original, but it fairly represents the balance of opinion at the top table. Top marketing books, though, written by the gurus that people in the know want to hear from, are much more in agreement. Who is Ries to say that things are this way and not another way? Interestingly, basic books on marketing will cut the cake both ways, saying 'you can do this, or you can do that.'. The 22 laws is in many ways superb, but it could be criticised on three countsįirst, it seems quite opinionated. Almost all of them are in this book, and the authors crystallise them excellently.
Twenty years ago I knew hundreds of things about marketing.
#Ries and trout 22 immutable laws of marketing review how to
There has been a revolution in the world of marketing taking place, lead by the likes of Seth Godin and Bernadette Jiwa on how to build brands, no matter how big or small, that consumers are welcoming in to their hearts and homes and this book is a great accompaniment to those authors and their ideas. A lot of the laws break down these tactics and highlight the ever changing face of marketing and sales.
People are tired of and also becoming savvy to the fact they are being 'sold' to. The face of business and providing what the customer actually wants is a trend that is gathering speed, the consumer has discovered their ability to decide what works for them and put their hard earned cash in to a company that can 'speak' directly to them as individuals rather than as the faceless masses. Great common sense advice in a quick and easy read.Īs mentioned in other reviews that the companies used as examples are a little outdated, the concepts within are, I feel, even more relevant to today's marketing strategies that should be being applied, given the rise of marketing becoming more about creating something meaningful rather than trying to bulldoze people in to buying a product just because it is manufactured by an established brand or because we're told it's the next big thing which is dying out as fast as the dinosaurs did.
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