There are a few major points to make, but I'll keep it brief.
1. It was writing about 25 yrs ago, pre-Internet. They products are both sold and marketed has changed, so you'll have to first understand his book within the written time period. Next you can then try to understand the laws as they would be applied today.
Example: Law of Line Extension says that you shouldn't use same brand name as you extend product line. However, Apple is a counter example. Then again Costco has a sub-brand 'Kirkland' that is very successful. I'm not doubting the rule but it seems it may be conditional.
2. The authors give examples and predictions that, with the view we have now in the future, don't play out how they expected. I think they predicted MCI to overtake AT&T as the top long distance phone company.
So, just rely on your judgement as you read through the laws and really try to test (evaluate) them in the current environment.
This book was recommended by many authors and podcasts I follow so that's what brought me to it. However, I now think there may have been a generation positively influenced by it 20 years ago that have since passed it down to the next generation of marketers/entrepreneurs.
Nota bad book though. Read it.
- Paperback: 160 pages
- Publisher: Profile Books Ltd; Main edition (24 October 1994)
- Language: English
- ISBN-10: 1861976100
- ISBN-13: 978-1861976109
- Product Dimensions: 12.9 x 0.9 x 19.8 cm
- Boxed-product Weight: 118 g
- Average Customer Review: Be the first to review this item
- Amazon Bestsellers Rank: 11,983 in Books (See Top 100 in Books)