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The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! Paperback – April 27, 1994

by Al Ries (Author), Jack Trout (Author)
4.6 4.6 out of 5 stars 3,532 ratings
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There are laws of nature, so why shouldn't there be laws of marketing?

As Al Ries and Jack Trout—the world-renowned marketing consultants and bestselling authors of Positioning—note, you can build an impressive airplane, but it will never leave the ground if you ignore the laws of physics, especially gravity. Why then, they ask, shouldn't there also be laws of marketing that must be followed to launch and maintain winning brands? In The 22 Immutable Laws of Marketing, Ries and Trout offer a compendium of twenty-two innovative rules for understanding and succeeding in the international marketplace. From the Law of Leadership, to The Law of the Category, to The Law of the Mind, these valuable insights stand the test of time and present a clear path to successful products. Violate them at your own risk.

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Previous page
  1. Print length
    143 pages
  2. Language
    English
  3. Publisher
    HarperBusiness
  4. Publication date
    April 27, 1994
  5. Dimensions
    5.31 x 0.36 x 8 inches
  6. ISBN-10
    0887306667
  7. ISBN-13
    978-0887306662
  8. See all details
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Editorial Reviews

About the Author

Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.



Authors Al Ries and Jack Trout are probably the world's best-known marketing strategists. Their books, including Marketing Warfare, Bottom-Up Marketing, Horse Sense, and Positioning have been published in more than fifteen languages and their consulting work has taken them into many of the world's largest corporations in North America, South America, and the Far East.

Product details

  • Publisher ‏ : ‎ HarperBusiness; First Paperback Edition (April 27, 1994)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 143 pages
  • ISBN-10 ‏ : ‎ 0887306667
  • ISBN-13 ‏ : ‎ 978-0887306662
  • Item Weight ‏ : ‎ 4.5 ounces
  • Dimensions ‏ : ‎ 5.31 x 0.36 x 8 inches
  • Customer Reviews:
    4.6 4.6 out of 5 stars 3,532 ratings

About the authors

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  1. Al Ries

    Al Ries

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    Full content visible, double tap to read brief content.

    Al Ries is a legendary branding strategist, bestselling author and originator of the concept of Positioning.

    In 1972, Al co-authored the now infamous three-part series of articles declaring the arrival of the Positioning Era in Advertising Age magazine. The concept of positioning revolutionized how people viewed advertising and marketing. 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.

    Since 1994, Al has run Ries & Ries, a consulting firm with his partner and media darling daughter Laura Ries. Together they consult with Fortune 500 companies on brand strategy and are the authors of five books which have been bestsellers around the world. They have traveled to over 60 countries from Chile to China and India to Indonesia teaching the fundamental principles of marketing.

    When Advertising Age magazine choose the 75 most important ad moments of the last 75 years celebrating the publication's 75th anniversary. The emergence of positioning came in at number #56. Ad Age commented on how the concept remains just as relevant in today's environment, "The positioning era doesn't end. What became a part of the marketing lexicon in the early '70's holds its own in the textbooks of today."

    Al currently writes a monthly marketing column for AdAge.com and appears on the RiesReport.com. Al's favorite activities include snorkeling, horseback riding and driving with the top down. He resides in Atlanta, Georgia, with his wife, Mary Lou.

    See more on the author's page
  2. Jack Trout

    Jack Trout

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    Full content visible, double tap to read brief content.

    Jack Trout is the president of Trout & Partners, a marketing firm with offices in 14 countries. The author or coauthor of numerous bestselling books, Jack Trout is responsible for the freshest ideas in marketing in the last 20 years. His concept of "positioning" has become the world's number-one business strategy.

    See more on the author's page
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Customer reviews

4.6 out of 5 stars
4.6 out of 5
3,532 global ratings
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4 Stars
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I ordered my book Friday, its Sunday and I have already received it. It came in the regular Amazon sleeve, so no damage to the book or packaging. I'm on chapter 3 and so far I like the book. It's an easy read with lots of fitting examples that make the concept stick. Its definitely a book you want in your library as an entrepreneur.
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Top reviews from the United States

Kyle & Heather Farran
5.0 out of 5 stars Very Helpful!
Reviewed in the United States on April 5, 2024
Verified Purchase
This book gave great foundational principles to use as a. Filter for decisions in trying to sell or promote anything. I will refer back to this for years to come!
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Liam Scanlan
5.0 out of 5 stars A quick read, packed with brilliance, and easy to understand
Reviewed in the United States on February 8, 2024
Verified Purchase
I've bought maybe a dozen copies of this over the years as gifts for friends starting their own business. Used it myself for a couple of startups, and to great avail.
You'll read it in an evening. Ignore its timeless value at your peril.
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T Paul Buzan
4.0 out of 5 stars "Immutable"? Not Quite. But Still Worth a Read.
Reviewed in the United States on November 6, 2013
Verified Purchase
First published in 1993, "The 22 Immutable Laws of Marketing" by Al Ries and Jack Trout has become an invaluable resource for both aspiring and established marketers.

And no wonder: This little book is bursting at the spine with powerful, actionable marketing insights.

Take for example Law #4: The Law of Perception.

This law states that "Marketing is not a battle of products, it's a battle of perception." The treatment given to this law - complete with real world examples and strategies for implementing it in your own business - is worth the book's asking price all on its own.

That Ries and Trout offer so many additional marketing "bon mots" to go along with this one only increases the book's value.

Throughout "22 Laws" Ries and Trout challenge commonly held marketing beliefs. They tackle - mercilessly but with a good dose of humor - such sacred cows as line extension, leadership, and - gasp! -- admitting product negatives.

You'll be engaged from one page to the next.

And at just under 150 pages, "22 Laws" is a quick read. Work your way through the book over your morning cup of coffee and start implementing what you've learned after lunch.

Do I have any complaints?

Well, as some other readers have mentioned a fair few of the laws do seem to overlap considerably with others. This wasn't a problem for me. I felt like even those laws that were treading familiar ground offered up enough nuance to justify their inclusion.

My biggest gripe isn't really even the book's fault.

Like all books, "The 22 Immutable Laws of Marketing" is a product of its time. Written nearly two decades ago this poses certain problems for today's reader.

In terms of human behavior, twenty years is nothing. Folks are still looking to products to satisfy their needs for validation, excitement, security - whatever. And the savvy marketer is going to take full advantage of this.

What has changed - and changed dramatically - since 1994 is our available technology.

Ries and Trout couldn't have possibly envisioned the growth of the Internet and the impact it would have on the global marketplace.

As a result, certain laws such as Law #22: The Law of Resources are challenged to the point of irrelevance.

The Law of Resources states that "Without adequate funding an idea won't get off the ground." This is okay in so far as it applies to major companies. If I'm planning to take on Apple in the smartphone market, yes, my coffers had better be plenty deep.

However, in this era of e-commerce, digital distrobution, and social media - to name but a few channels - products can be launched for relatively little. Shoestring budget? Shoestrings have never stretched so far.

More bothersome is Ries and Trout's assertion that "You'll get farther with a mediocre idea and a million dollars than with a great idea."

Thankfully, the advent of the Internet - and Web 2.0 in particular - ensures that this statement is now resoundingly false. Do plenty of crummy products still dominate the market thanks to big budget ad campaings? Absolutely. (I'm looking at you Justin Bieber.)

But it's also never been easier for a product to command market share on its merit alone. If your product is truly special there are all sorts of ways to harness the power of blogs, social media, Amazon reviews, et al to build a receptive audience.

On the other hand, if you release a turd to the market, well, prepare to have folks make a stink about it ... and that's going to cost you.

We the people are the new kingmakers; not the mavens of Madison Avenue.

Even with this caveat on the table, I highly recommend "The 22 Immutable Laws of Marketing". While I believe "immutable" is stretching it - for some laws more than others - there's more than enough insight on offer in this little book to justify a purchase and close reading.

I look forward to revisiting this book throughout my sales and marketing career.
17 people found this helpful
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Esther Litchfield-Fink
5.0 out of 5 stars best marketing book ever a must read
Reviewed in the United States on December 11, 2023
Verified Purchase
absolutely the best marketing book. wow. a must read for those in business. easy to read, broken down in steps, actually pretty fascinating info. as a copywriter and marketing I have implemented some already.
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Sotto voce
5.0 out of 5 stars Fantastic 21st revist of 20th century business strategies.
Reviewed in the United States on September 29, 2017
Verified Purchase
I'd read the book when it was best seller. I recently found it referenced in an interesting context and decided to read it again.

The re-read made me feel like a business strategy time traveler.

This 13-some-year-old book for “Marketing” was written when the Sales, Marketing and Biz Strategy organization was silo'd. The ‘22 Immutable Laws of Marketing’ is once again making its way through academics and biz leaders as common wisdom for the whole modern enterprise. It's a guide book that should be titled "Never Do This!" while hinting at the remarkable strategies that bring us today's top brands.

‘The 22 Immutable Laws of Marketing’ is a quick read. The management and strategy job has evolved in interesting ways from this books timeframe. The day of the “Ad Man” fronting your enterprise’s value proposition to customers is over. The “Sale!” is made after a carefully engineered organizational effort. Marketing strategy is a discipline to be trained among everyone that answers an outside phone. Everyone now has a marketing role and here is not a bad place to start spreading the news.

A hugely entertaining element is simply that the reader has been fast forwarded through corporate strategies tried, failed and successful. Lotus 1-2-3, VisiCalc, Amiga, Emery Air vs FedEx, Tandem, Wang ... all without smart phones or vast system networks ... strategy winners and losers make for a forensic business case ... if you've been around awhile, you won't believe the book was written just 15 years ago.
14 people found this helpful
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Mike S
5.0 out of 5 stars excellent read!
Reviewed in the United States on December 3, 2023
Verified Purchase
Excellent all around. Each law is clearly
explained with interesting examples.

It’s 30 years old, and fun to see how many predictions stood up over time.
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Cayla
3.0 out of 5 stars Book looks used
Reviewed in the United States on December 24, 2023
Verified Purchase
Book came looking used. Creased cover.
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Top reviews from other countries

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Stanimir
5.0 out of 5 stars A must read, BUT...
Reviewed in Spain on February 26, 2024
Verified Purchase
A must read marketing book. Many ideas are great, but be aware that some "laws" did not age well (speaking frankly, they some are wrong; an example, product line extension for Microsoft, example mentioned in the book; but in 2023 you may find other examples, such as Amazon or Apple or Google)

Definitely a MUST read, but ideally id deserves a revised and updated version
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Stanimir
5.0 out of 5 stars A must read, BUT...
Reviewed in Spain on February 26, 2024
A must read marketing book. Many ideas are great, but be aware that some "laws" did not age well (speaking frankly, they some are wrong; an example, product line extension for Microsoft, example mentioned in the book; but in 2023 you may find other examples, such as Amazon or Apple or Google)

Definitely a MUST read, but ideally id deserves a revised and updated version
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GhostInk
5.0 out of 5 stars Fantastic Book!
Reviewed in the United Kingdom on February 19, 2024
Verified Purchase
At first, I was dubious. But after some contemplation, I bought this book and devoured it the moment it arrived.

This is a fantastic book full to the brim with valuable information that can help all kinds of businesses up the ante on their marketing efforts instead of stumbling in the dark. If you want to up your game when it comes to marketing your business or service, then this is a must-read book!
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Max
5.0 out of 5 stars A must read if you're in Marketing
Reviewed in Germany on February 17, 2024
Verified Purchase
Just like 'The 22 Immutable Laws of Branding', this book is a true classic and a great read. I wholeheartedly recommend it to anyone involved in marketing, whether in a start-up or a large corporation.
One person found this helpful
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SATISH T N
5.0 out of 5 stars Hard Truths spill over the Age old Myths.
Reviewed in India on December 15, 2023
Verified Purchase
Kudos to Al Aries & Jack Trout for busting the myths of marketing. The 22 laws will often be muted within the board rooms, bulldozed by the marketing chiefs but marketers need to remember that ultimately what prevails over these short term reactions is the deep truth of the market realities, customer behaviour & competition dynamics. This book is just not for an young marketer but also to a seasoned marketing pro. The book is also sharp in its message & provides relevant examples for the reader to relate & connect.
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Xiaoxiao Du
5.0 out of 5 stars super livre
Reviewed in France on February 27, 2022
Verified Purchase
Un bon livre, qui mérite d'être lu et relu, tant pour les entrepreneurs que pour les travailleurs. commande
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Xiaoxiao Du
5.0 out of 5 stars super livre
Reviewed in France on February 27, 2022
Un bon livre, qui mérite d'être lu et relu, tant pour les entrepreneurs que pour les travailleurs. commande
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