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sense advice in a quick and easy read.Īs mentioned in other reviews that the companies used as examples are a little outdated, the concepts within are, I feel, even more relevant to today's marketing strategies that should be being applied, given the rise of marketing becoming more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. 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.
THE 22 IMMUTABLE LAWS OF MARKETING PDF 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. 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.Īl Ries is a legendary branding strategist, bestselling author and originator of the concept of Positioning. Their Web site () has some simple tests that will help you determine whether you are a left brainer or a right brainer.Īuthors Al Ries and Jack Trout are probably the world's best-known marketing strategists. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. 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 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.
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