The 22 Immutable Laws of Marketing

by Al Ries & Jack Trout

Rating: 6/10

When it comes to positioning and maintaining a brand, this book has a lot of nuggets to offer.  It is a quick read, so it's hard to NOT recommend it.  I found it useful to use as a meditation guide on thinking about my own company.  I would read each "law" and consider how it applies to what I'm doing and what ways I could incorporate it.

That said, I found it very difficult to stomach a lot of the examples used in the book.  I can understand the book was written many years ago and some of the company references have changed quite a bit.  However, many examples miss the mark on a fundamental level, not due to lack of time relevancy.  Take everything you read with a grain of salt and realize that every "law" in this book is useful to consider, but is also successfully broken all the time.