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Tagged with: Marketing Principles

Last installment in four-part series shows that laws of marketing from nearly 25 years ago still elevate brands above their competition.

Jack Trout and Al Ries inspired a generation of advertising and marketing executives and creative directors when they published “The 22 Immutable Laws of Marketing,” and for good reason.

Wouldn’t it be great if there were truly immutable marketing laws to help us with marketing our products and services? There are laws in nature.

The foundation for a brand’s position is that it can only stand for one thing, but there are gray areas. For example, does the Heinz brand stand for the idea of “condiments?” If so, they can extend their line from ketchup to mustard, and even mayonnaise...