The 22 Immutable Laws of Marketing by Al Ries and Jack Trout (4/5)

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The reason for recommending this book is because this book is a classic and should be required reading for advertising and marketing. Many MBA programs make this book required reading in marketing classes.  The book discusses the basics of advertising psychology like the Law of Leadership in the consumers mind (being first in the market is better than having a better product.).

Or the Law of Extension, meaning there’s an irresistible pressure to extend the equity of the brand to another market and it’s a mistake. Instead one should create new brands to address new markets and products. Remember Arizona Ice Tea tried to extend to nacho chips, with Arizona Nachos?  How about Frito Lay lemonade? That dog did not hunt. In the consumer’s mind if your brand extends to another category it has to resonate with the mind of consumer. This is a must read to understand advertising tactics and marketing to consumers. Run don’t walk to get this book.

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Contributors: D. Anthony Miles from Miles Development Industries Corporation

Written by Taegan Lion

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