The 22 laws is in many ways superb, but it could be criticised on three countsįirst, it seems quite opinionated. Almost all of them are in this book, and the authors crystallise them excellently. Twenty years ago I knew hundreds of things about marketing.
There has been a revolution in the world of marketing taking place, lead by the likes of Seth Godin and Bernadette Jiwa on how to build brands, no matter how big or small, that consumers are welcoming in to their hearts and homes and this book is a great accompaniment to those authors and their ideas. A lot of the laws break down these tactics and highlight the ever changing face of marketing and sales. People are tired of and also becoming savvy to the fact they are being 'sold' to. The face of business and providing what the customer actually wants is a trend that is gathering speed, the consumer has discovered their ability to decide what works for them and put their hard earned cash in to a company that can 'speak' directly to them as individuals rather than as the faceless masses. Great common sense advice in a quick and easy read.Īs mentioned in other reviews that the companies used as examples are a little outdated, the concepts within are, I feel, even more relevant to today's marketing strategies that should be being applied, given the rise of marketing becoming more about creating something meaningful rather than trying to bulldoze people in to buying a product just because it is manufactured by an established brand or because we're told it's the next big thing which is dying out as fast as the dinosaurs did.
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