Think Category First, Brand Second

22 Immutable Laws -One of the true pioneers of what is referred to in marketing as “positioning” is Al Ries. Al Ries and Jack Trout wrote the groundbreaking book, “Positioning, The Battle for Your Mind“. It is probably the most influential book on advertising ever written. That statement is on the cover of their 20th anniversary edition of their book. I really doubt anyone who knows much about marketing or advertising would dispute it.

My favorite book by Ries and Trout is “The 22 Immutable Laws of Marketing“. I believe anyone who is going to spend any money advertising would benefit from reading and understanding that book.

Here is a post I ran across today by Al Ries – that drives the point of one of those immutable laws home – that I thought was so good I wanted to pass it along.