2min chapter

Lochhead on Marketing cover image

124 The Big Brand Lie: How Categories Make Brands & Why Brand Marketers Never Believe It

Lochhead on Marketing

CHAPTER

The 22 Immutable Laws of Marketing

In 1994, Al Reish and Jack Trout wrote one of the defining books on business thinking, the 22 immutable laws of marketing. Success is often the fatal element behind the rash of line extensions. The name didn't make the brand famous, although a bad name might keep the brand from becoming famous. If blindly branding customers with a hot poker is a mistake in New Meru Uno, then mistake number two is taking your brand and extending it across multiple categories.

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