Back when I was a student in college, I came across a book called ¨The 22 Immutable Laws of Marketing¨, by Al Ries and Jack Trout. What started out as a general read in order to write a term paper, quickly became the most defining moment in my life as a marketer. Its content is the foundation on what I have based my thinking process, decision-making and general view of the world I live in ever since I got my hands on it. It simply changed my life.
After that, I turned to another one of their books: ¨Positioning- The Battle for your Mind.¨ There I stumbled onto the phrase that shaped my philosophy and ultimate goal as a professional of this field- ¨Marketing is not a war of products, it's a war of perceptions.¨ (Ries, Trout). It was then and there that I finally figured out what I was dealing with: psychology. Our mind works through the power of association. We link everything and everyone we know and see to something else. Wheather it's Coca Cola to the color red, Volvo to the word safety, Rolex to luxury - our mind is a giant pool of words constantly being grouped together. And searching for that one particular word we want to be associated with and making it stick in people's mind is our ultimate challenge. In the end, all that we do in the world of business, our strengths and values as a product or as a company, don't mean a thing if people don't perceive it as such.
For me, Al Ries and Jack Trout represent the authors of what I consider to be the ¨bible¨ of Marketing, and dedicating endless posts to them will be my way of showing my deep appreciation and high regard to their philosophy. A concept and motto that shall be with me for all eternity.