The authors use airplane design as an example in the book to explain the concept. They say, even if an airplane looks great in its outer design, if it does not follow the basic laws of physics it cannot take off from the ground.

In the same way, The 22 Immutable Laws Of Marketing says, a marketing campaign will fail to take off it it does not follow certain basic rules. The book lists 22 rules of marketing which it says are immutable. These include some fundamental wisdom gained from experience..., about what remains in peoples minds.

For instance, the authors say that it is better to be first than it is to be better. The first in any category is always remembered. Everyone knows that it was Lindbergh who crossed the Atlantic first. Nobody knows the second person to do so, though the authors say that this second person was a better pilot.

If it is not possible to be the first, then it might be better to define a new category and be the first in that. As an example, the authors point out that no one remembers Amelia Earhart as the third person to fly across the Atlantic. They remember her as the first woman to do so.

The authors also state that it is not always the best product in a category that wins. It is the perception of the product in peoples minds that really counts. Honda was successful as a car manufacturer in countries like the US. In Japan though, they were not as successful as they were always perceived as a motorcycle company.

Ownership of a word or phrase is another rule they put forward. For instance, Amazon is synonymous with online shopping, and Google with search. It is not easy for another company to use these words in their campaign as the original companies will always be identified with the words.

The 22 Immutable Laws Of Marketing defines 22 rules to be followed to be successful in creating marketing campaigns and defining new marketing strategies.

Al Ries and Jack Trout, two of the world's most successful marketing strategists, call upon over 40 years of marketing expertise to identify the definitive rules that govern the world of marketing. Combining a wide-ranging historical overview with a keen eye for the future, the authors bring to light 22 superlative tools and innovative techniques for the international marketplace. The authors examine marketing campaigns that have succeeded and others that have failed, why good ideas didn't live up to expectations, and offer their own ideas on what would have worked better. The real-life examples, commonsense suggestions and killer instincts contained are nothing less than rules by which companies will flourish or fail.