The 22 Immutable Laws of Marketing Al Ries Jack Trout

Can a 30-year-old marketing book still be relevant today? In the case of “The 22 Immutable Laws of Marketing” the answer is a resounding yes. 

The authors, Al Ries and Jack Trout claim these “laws” of marketing are akin to the laws of nature. While this may be a bit of hyperbole, in our experience, there is a tremendous amount of timeless marketing wisdom in this business classic. A lot has changed since this book was published in 1993 and their company examples are certainly dated; however, these laws still hold true and should be a compass for effective marketing strategy.

At Grove9, we believe two of these laws are especially important. They always show up in our marketing strategy for our clients. We have seen them hold true and deliver success time and time again.

First, The Law of Perception states that marketing is not a battle of products; it’s a battle of perceptions. 

Simply put, this means it doesn’t always matter most who has the best product, but rather the audience’s perception of your product and/or organization. It’s about telling a compelling brand story and positioning your product as the best solution to the audience’s problem. As the authors say, “Perception is reality.” So, as marketers, helping craft perception based on a deliverable brand promise is key to increased awareness, preference, and growth.

When selling a product or service, brands should focus on the big idea, the broad narrative, that will move consumers to action. Product details, specs, and features won’t matter if the audience perceives your product or service as inferior or irrelevant. Craft a perception based on truth, uniqueness, and real problem-solving for your target market, and your offering will sell itself.

Secondly, The Law of Focus states the most powerful concept in marketing is owning a word in the prospect’s mind.

At Grove9, we believe that marketing success starts with strategy and a brand is much more than a logo. A brand, in our definition, is an idea – a single, simple, memorable idea that the consumer holds about your product, service, or organization in their mind. When they think of you, they think of this one thing. It’s the law of focus. 

Here’s how it works… Everything you communicate, develop, and deploy is focused on one idea. Rooted in research with a firm strategic foundation. It becomes your brand platform and the most important part of your strategy. It’s your marketing cornerstone, your true north. Everything from your messaging, tagline, and tone, to the color and design of your logo, should echo this one idea. 

The law of focus will help your message resonate and set you apart from the competition. It will help you cut through the clutter and be heard above the noise. It will give your brand the edge and help you win the day.

As the authors proclaim, if you don’t believe these laws, “violate them at your own risk.” We agree.

If your organization is ready to clarify your brand, grow your revenue, and make a greater impact drop us an email at