The 22 Immutable Laws of Marketing by Al Ries and Jack Trout

Quite an interesting short book that outlines key concepts of marketing.  Firstly ideally trying get in on the market where there’s no other competition, establish a brand make it synonymous with a common word that stresses your product. If you’re number two in the market then aim to outline your differences with number one rather than trying to just compete on being better! If you appear later on in the market try and dominate a sub-section of this; this is not what an opinion poll would tell you. Has fairly interesting bits about the likes of Coca-Cola, Burger King and other big brands.  Stresses importance of context, for example a consumer who says they are buying a Honda in USA would be referring to purchasing a car whereas in Japan they would be purchasing a motorbike.