Book Review 29 (2024) - 4/5 - 'The 22 Immutable Laws of Marketing', Al Ries & Jack Trout - Non-Fiction - Marketing/Branding

The 22 Immutable Laws of Marketing: A Classic with a Few Cracks in Time

Welcome back, Reader Leaders!

Today, we’re diving into "The 22 Immutable Laws of Marketing" by Al Ries and Jack Trout. If you're in marketing or business, chances are you've heard of this book before—and for good reason. It’s one of those foundational texts that has influenced marketing strategies for decades. Quick shout out to Ryan Holiday , whose book "Perennial Seller" got me onto this gem. Holiday references it as a key resource for understanding what makes products and ideas last over time.

Timeless Takeaways

Let’s start with the highlights. Laws like The Law of Leadership ("It’s better to be first than it is to be better") and The Law of Focus ("The most powerful concept in marketing is owning a word in the prospect’s mind") still resonate today. These principles tap into human psychology—how we make decisions and remember brands.

For anyone running a business, managing a brand, or just trying to stand out in a noisy world, these ideas are still gold. I've seen them work firsthand. Whether it’s positioning ourselves as the only broker for lawyers or doubling down on niche marketing strategies, these timeless concepts keep us sharp and focused.

A Bit Dated on Tech

However, here’s where the book shows its age: technology. Written in the early 90s, it suggests the rise of fax machines as a key marketing tool. That’s right—fax machines! While I had a good laugh at that, it highlights how no “law” can predict the massive shifts we’ve seen in tech. The internet, social media, and digital-first brands like Amazon have completely changed the landscape, something the book couldn’t have foreseen.

The Law of the Category is another great example of how marketing has evolved. The idea is to create a new category to dominate, but the authors didn’t account for tech disruptors like Tesla and Netflix, which didn’t just create new categories but reshaped entire industries.

Other examples, which one would only be able to nit-pick with the benefit of hindsight are:

• The dominance of mass media: The book places significant emphasis on traditional mass media (TV, radio, and print) for marketing success, but it doesn't account for the rise of digital channels like social media, influencer marketing, or personalised online content, which are now crucial to brand-building and consumer engagement.
• The role of PR in driving credibility: While the book promotes PR as a critical tool for establishing a brand, it doesn't foresee the shift to direct-to-consumer engagement through platforms like YouTube, podcasts, and blogs, where brands can now build credibility and authority without needing traditional PR channels.
• The limited view on global markets: The book focuses largely on U.S. marketing, with little foresight into the globalisation of brands and the importance of tailoring marketing strategies for different cultures, regions, and local market needs, which is crucial in today's interconnected world.
• Focus on brand hierarchy: The book stresses the importance of being first in a category, but modern brands thrive on innovation, disruption, and niche marketing. Companies like Netflix, Uber, and Tesla have built successful brands by rethinking categories, rather than strictly following brand hierarchy rules.

Still Worth a Read?

Absolutely. While some of the predictions may feel outdated, there’s still a wealth of timeless wisdom here. The lessons in leadership, focus, and category creation continue to be relevant for today’s marketers and entrepreneurs. And that’s the beauty of revisiting these classics, as Ryan Holiday often points out—it’s about extracting the best ideas and applying them in fresh ways.

In my own experience, books like this shape how we approach things at Legal Home Loans. They remind us to stay ahead of the curve while staying true to the fundamentals.

Have you read this classic? What’s your take on it? Drop a comment, subscribe for more insights, and let’s keep the conversation going on how we balance wisdom from the past with the tools of tomorrow.

Until next time, Reader Leaders—keep learning and stay inspired!

Okay, back to Daddy Duty; writing this at 12:17am while the babies are still asleep (not for long I'm sure ??)

CPH