22 immutable laws of marketing 2.0

In 1993, Al Ries and Jack Trout have defined the laws of marketing in The 22 Immutable Laws of Marketing (which is by the way a must read for any marketer). And while most of 90’s marketing ideas are not very accurate today (press and outdoor campaigns seem not to be enough and 2 for 1 sales strategy might not be the best sales strategy), the laws seem to last.

The idea for this article is to review those laws and see how they work today. I have found a lot of argue over the Internet whether the laws from the book work or not (ex. here and here). I will be very happy to listen what you thin about them.

Positioning: getting into customers’ mind

The hype on digital tools has lead us to the world, where word “positioning” is instantly connected with SEO strategies and being visible in Google. Well… this article is not about it at all.

The very accurate description of what strategic positioning is has been coined by Al Ries and Jack Trout years back:

Positioning is not what you do to a product. Positioning is what you do to the mind of the customer.”