Managers too who hate mistakes often avoid risk – a natural, necessary element in business. The problem is, countless companies pretend that they don’t ever make mistakes – which means they don’t drop bad projects in time to avoid major losses.
This law states that mistakes are inevitable, and you just have to deal with them. Law of Failure, a tough one that you’ll have to accept. Three things bring a brand down: blind arrogance falsely predicting the future belief in infallibility.Ĭonsidering that meteorologists aren’t able to forecast the weather three days in advance, how can you expect to anticipate market behavior three years from now? Remember this: the more products you offer, the less time you can dedicate to making one truly successful product. Instead, seek out another group of customers! So if you’re not the market leader, don’t pretend to be. What’s more, starting your own category means that you won’t have any competition, at least for a while.
Once a customer has made up her mind, it’s tough to change it!Ĭhoose your product’s name wisely, sticking to words that are short and catchy.īeing the first to release a product in a market category gives you a head start to becoming the market leader. His concept of "positioning" has become the world's number-one business strategy.įirst impressions are key. The author or coauthor of numerous bestselling books, Jack Trout is responsible for the freshest ideas in marketing in the last 20 years. Jack Trout is the president of Trout & Partners, a marketing firm with offices in 14 countries. He resides in Atlanta, Georgia, with his wife, Mary Lou. Al's favorite activities include snorkeling, horseback riding and driving with the top down. What became a part of the marketing lexicon in the early '70's holds its own in the textbooks of today."Īl currently writes a monthly marketing column for and appears on the. Ad Age commented on how the concept remains just as relevant in today's environment, "The positioning era doesn't end. The emergence of positioning came in at number #56. When Advertising Age magazine choose the 75 most important ad moments of the last 75 years celebrating the publication's 75th anniversary. They have traveled to over 60 countries from Chile to China and India to Indonesia teaching the fundamental principles of marketing. Together they consult with Fortune 500 companies on brand strategy and are the authors of five books which have been bestsellers around the world. Since 1994, Al has run Ries & Ries, a consulting firm with his partner and media darling daughter Laura Ries. Marketing was traditionally thought of as communications, but successful brands are those that find an open hole in the mind and then become the first to fill the hole with their brand name. The concept of positioning revolutionized how people viewed advertising and marketing.
BROWARD LIBRARY 22 IMMUTABLE LAWS OF MARKETING SERIES
In 1972, Al co-authored the now infamous three-part series of articles declaring the arrival of the Positioning Era in Advertising Age magazine.
It will be requested by readers of the authors' earlier titles.Īl Ries is a legendary branding strategist, bestselling author and originator of the concept of Positioning. The book is fun to read, contains solid information, and should be acquired by all public and business school libraries. For example, the "Law of Focus" states that the most powerful concept in marketing is "owning" a word in the prospect's mind, such as Crest's owning cavities and Nordstrom's owning service. Just as the laws of physics define the workings of the universe, so do successful marketing programs conform to the "22 Laws." Each law is presented with illustrations of how it works based on actual companies and their marketing strategies. The premise behind this book is that in order for marketing strategies to work, they must be in tune with some quintessential force in the marketplace. Ries and Trout, authors of some of the most popular titles in marketing published during the last decade ( Marketing Warfare, LJ 10/15/85 Positioning: The Battle for Your Mind, Warner, 1987 and Bottom-Up Marketing, McGraw, 1989), continue the same breezy style, with lots of anecdotes and insider views of contemporary marketing strategy. The world-renowned marketing consultants and bestselling authors of Positioning, Marketing Warfare, and Bottom-Up Marketing offer a compendium of 22 innovative laws for understanding and succeeding in the international marketplace.
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