While it’s not a long read, this book really does offer up the laws of marketing. This read dovetails nicely with just about any book on branding, I wish more designers and creatives read it. The ideas in the book aren’t especially novel, but they do provide a certain foundation of understanding for this kind of work. The laws in the book just make sense. A few favourites:
2. The Law of the Category
If you can’t be first in a category, set up a new category you can be first in.
5. The Law of Focus
The most powerful concept in marketing is owning a word in the prospect’s mind.
13. The Law of Sacrifice
You have to give up something in order to get something.
18. The Law of Success
Success often leads to arrogance, and arrogance to failure.