The 22 Immutable Laws of Marketing for Branding Book Review or Short Summary - AI Ries & Jack Trout

Marketing - The 22 Immutable Laws of Marketing for Branding & Benefits of Marketing


     Every business requires Marketing skills to achieve their goal. Here are the 22 Immutable Marketing Laws for every Business to create Marketing Strategy. This is the summary or review of "The 22 Immutable Laws of Marketing of AI Ries and Jack trout".


What is Marketing in Business?

     Marketing is the art of selling something (it may be a product or providing service) to a targetted audience by using a unique strategy that is better than your competitor. 


The 22 Immutable Laws of Marketing Book Review, The 22 Immutable Laws of Marketing AI Ries PDF, Marketing, Benefits of Marketing, 22 Immutable Laws of Branding, The 22 Immutable Laws of Marketing Book Summary, Entrepreneur
Marketing Immutable Laws




     There is a Law of Marketing to make the law for your business, to promote your product and service in the eye of the customer.


The 22 Immutable Laws of Marketing Review of Al Ries & Jack Trout by Business Insane for Branding:


1. Law of Leadership

  • To be first in the market is better than the second in the market because no one knows who is the second.
  • You are the leader of the market, who make the framework of its business.
  • They set the rules for the market which new and unique in the market.
  • They follow the rules of zero to one.

2. Law of Category

  • Create the category of the present market.
  • If the business you are going to start, but eventually you found the same business in the market. So, in this condition change the category of your business.
E.g IBM was the first to invent the computer and DEC made the category in that i.e they made the first minicomputer.


  • Ask questions to yourself, "How is your new product better than the competition?" &"How can you promote your category?" to make your own brand.

3. Law of Mind

  • This law tells us to print the name of your brand in the omers minds.
  • We can say first in the mind is better than first in the marketplace.
E,g Google as search engine not first in the market but he is first in the customer's mind, the first search engine is Archie.


4. Law of Perception

  • Make the product superior in the eyes of the customers.
  • It is an important law among all product is everything for your business.
  • The perception is a reality and everything else is an illusion.
E.g. The product of Apple is good if we compare it with any other product.


5. Law of Focus

  • This law is about the power of focus, who you can explain your whole business in one word.
E.g Maaza has tagline "Har Mausam Aam".
  • This tagline helps the customer to understand your business model, this law relates to the law of mind.

6. Law of Exclusivity

  • Market your product with the unique name, the name which is not present in the market.
  • If you own the tagline or name of the existing company it will very hard to compete in the market.

7. Law of the Ladder

  • In your business ladder be transparent with your customers.
  • Your business planning should meet future needs.
  • The key point should be noted is, A mind accepts only new data, related to your product by the customer. Latest news, updates, etc.

8. Law of Duality

  • In the long run of your business, your business gets entered into the race. Many competitors take entry into the market with the same business model.
E.g Coke vs Pepsi
  • Try to make a barrier in the market, in which no one can copycat you.


9. Law of Opposite

  • The power or strength of the business is determined by the leader's strength.
  • Hire the employer who is more creative than a leader.

10. Law of Division

  • Try to make the division in the market by making a different category and also combining the two different categories.
  • Maintain the difference between different categories.
  • Maintain a different category with a different name.
E.g. Amazon and Amazon Prime.


Also Read: Jack Ma Success Story of Alibaba

11. Law of Perspective

  1. Make the planning for long term profits.
  2. You also make your company transparent which can be changed as per the need of the market.


12. Law of Extension

  • Break down your success into your small parts to achieve the goal.
  • Urge to extend the equity of a brand

13. Law of Sacrifice

  • It is the opposite of the law of extension.
  • Focus on one thing i.e on your goal and sacrifice others.
  • You have to focus on the product line, target market, and constant change.

14. Law of Attributes

  • You need to create attributes for your business.
  • You must be promising to the customer of your attributes.
E.g Dominos Pizza has attributed Delivery within 30 minutes


15. Law of Candor

  • Make a relationship with the customer.
  • You have to prove a positive statement with the customer.
  • This law must be used carefully and with great skill.


16. Law of Singularity

  • There is only one move that will produce great substantial results.
  • Trying the hard idea in marketing is not the secret of success.


17. Law of Predictability

  • The company should be flexible that, it can change according to the future.
  • Predict the future by predicting the competitor of your future.
  • You must have a long-term direction if you are not having a long-term plan.


18. Law of Success

  • Don't be arrogant.
  • Remove your Ego because the ego is the enemy of success.
  • Brilliant people have the ability for marketing because they put themselves in the shoes of the customers.
  • Objectivity is needed to boost your marketing strategy.

19. Law of Failure

  • Expect the failure and accept it.
  • Don't punish your employer when they failed in any work to motivate them and encourage them to work hard.
Also Read: Case Study of Walmart

20. Law of Hype

  • The situation is eventually the opposite of the way it appears in the press.
  • When things are going well you don't need to hype. When you need hype, it means that actually, you are in trouble.

21. Law of Acceleration

  • Success programs are not built on fads, they are built on trends.
  • The marketing of the product is done on the basis of trending facts.

22. Law of Resources 

  • You need wealth.
  • Without adequate funds, an idea won't get off the ground.
  • Money makes the thing easier.

Benefits of Marketing:


1.  Increase the Sales of your product.

2.  Benefits for a long term sales plan.

3.  Increases the relationship time with the customer.

4.  You can acquire a large market, your market-size also increases.

5.  Customers start to trust on the product



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