You can probably guess that I'm not impressed with the latter half of the equation.I read a lot of thrillers and many of them are very good. Andrew Gross has benefited in a sense from both sides of this equation - he's definitely learned the elements of a successful thriller and he's definitely learned to spew out the formula. I'm mixed about James Patterson who I thought wrote some great books early in his career - the first Alex Cross books were truly outstanding thrillers - and then became, quite frankly, a hack spewing out indifferent thrillers back-to-back.
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However, at 22 years young, the laws that govern them look like they will.Andrew Gross has had a seven-year partnership with James Patterson and it shows. Obey The 22 Immutable Laws of Branding and protect your brand in these testing times.īrands – as per the law of mortality – won’t last forever. But a brand is still what turns your product from a commodity into something with meaning and value. And changes that are too adventurous will confuse your customers and reduce your brand’s credibility. This means if change your brand, the change you make will be noticed. And society is transparent now compared to 1998. In 2020, consumer suspicion has been amplified beyond belief. The Rieses stated that “consumers are suspicious”. Tik Tok ‘strategy’, centennial ‘strategy’ and so on. Our love for anything new is equally treacherous. You can automate media buying and have agile research, but you can’t automate consumer behaviour or profits.
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However, marketing needs time to succeed.
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Social media and online reviews mean people read and publicly write more words about brands than we ever could have imagined. Losing your focus risks your diluting your brand’s identity and harming its credibility (not to mention the financial consequences – Bic underwear, the Nike Fuel Band and Virgin water purifier are evidence of this). As a result, there’s a great temptation to breach these laws and chase every opportunity. Singularity – single mindedness’s importanceĬurrently, every new trend is labelled a growth opportunity and COVID-19 is forcing many of us to diversify our offer.Ĝontraction – your brand will be stronger with a narrower focus.Ğxpansion – people want brands that are distinguishable by one word.The Rieses emphasize strategic focus’s importance via the laws of: This is partly why the Ries’s work is immutable. Marketing is certainly more complicated, more confusing and has more jargon than ever 22 years on.
#The 22 immutable laws of marketing online full#
The 22 Laws of Branding starts by saying: “Marketing has become more complicated, too confusing and too full of jargon.” However, it’s a marketing book you must read. But it’s accurate in this case, even though today’s marketing tactics and tools are unrecognizable compared to 1998 – the year Google was born. Immutable – “unchangeable over time” – is a big word to use in a book title. Al and Laura Ries wrote The 22 Immutable Laws of Branding 22 years ago.