¨The 22 Immutable Laws of Marketing¨, Al Ries and Jack Trout

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.

By Maria Elena Moré
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Today is May 19th and this is my first post. The idea of having a site dedicated to the wonderful world of Marketing, and in particular, to Branding, has been something on my mind for quite a while…several years to be quite honest. It’s always been a dream of mine to channel the passion I feel for this profession, and somehow, even if just a bit, transmit it to others.

First and foremost I’d like to thank my eternal mentor, my friend Ivan, who has supported this project since day one. This would not have been possible if it weren’t for you. To Edgar for having stood by our side during the thousand “focus groups” in search of names, designs and titles for this… And to my parents for having set the example and the path that I wish to walk every day in support of my profession. You have taught me the value of loving what I do.

Here’s to all my fellow collegues, who each morning wake up in search of the perfect idea, slogan, tool or even a word that will set them apart from all the noise out there- who strive each day in order to obtain the ultimate goal- a door into someone’s mind.

This is for you.