Books of Titans Podcast #3: The 22 Immutable Laws of Marketing by Al Ries & Jack Trout
Jun 2, 2017
Al Ries and Jack Trout, co-authors of 'The 22 Immutable Laws of Marketing', discuss the battle of perceptions in marketing, the decline of Russell Corporation, prioritizing marketing over finances, and critique Donald Trump's marketing strategies.
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Marketing Is Perception Battle
- Marketing is fundamentally about perception, not the actual product quality.
- Changing a consumer's mind is almost impossible once their perception is formed.
Focus Over Chasing Everything
- Focus your business or brand to be memorable for one thing.
- Trying to be everything leads to diluted identity and failure.
Russell Athletic's Decline Story
- Russell Athletic declined by expanding too broadly and diluting its brand.
- Moving production overseas and selling in Walmart damaged their historic reputation.