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Right, just to make this clear, I wasn't listening exclusively to this, I was listening to it while playing poker, so my opinion can't be trusted completely, but I was sufficiently taken with the 'book' to write a review.
It's quite short, well read and doesn't spend time labouring over insignificant details. There's nothing ground breaking in this book and the majority of it's content is based on branding and the principle of being the first to market, the first into the customers mind and therefore becoming 'The Brand' by default.
There's a lot small businesses can take from this and, although almost a cliche in marketing circles, they make some very valid points as to why 'micro niching' is better than being all things to all people.
They use many examples (in American big business) where they show a company starts with a very specific market and business, then expands only to lose what made them big in the first place and ultimately fall apart.
To summarise, short, concise, well read, sufficiently engrossing and I expect to listen to this repeatedly. I didn't give it 5 because I don't feel many who are involved in marketing will find anything particularly new.
1 of 1 people found this review helpful
This is a fantastic book for anyone interested in marketing. The format is 22 rules, alternately spoken by each of the authors.
Full of great insights and interesting stories about marketing campaigns of various companies that succeeded and failed. It does however show it's age a bit in some of the examples, being nearly ten years old, but that doesn't take away from the value of the book.
Highly recommend for anyone thinking in business or thinking of starting one. Even if you're not in business, the anectdotes and stories will be interesting to most people none the less.
12 of 13 people found this review helpful
To be expected, 22 laws is a listing of 22 laws, one at a time. Each is ok-ish, but nothing more than that if you have a business or marketing degree. It is old and although not outdated, has lost most of its sparkle. Get the 2-page outline of the 22 laws instead and you know it all.
3 of 3 people found this review helpful