The 22 Immutable Laws of Marketing vs. The Marketing Accountability Council: A Reality Check
Are the famous immutable laws of marketing, in fact mutable?
Ah yes, The 22 Immutable Laws of Marketing. That glorious 1993 bible for brand strategists, handed down by Ries and Trout like the tablets from Sinai. It’s filled with confident proclamations like “be first” and “own a word.” But the real question is: Do these laws still hold up? And more importantly, does the Marketing Accountability Council (MAC) buy into them?
Spoiler: MAC isn’t exactly handing out gold stars for these.
Let’s break them down.
1. The Law of Leadership
It’s better to be first than it is to be better.
MAC's take: Being first doesn’t excuse being bad. Customers are smarter now. “First” without value is just a headline followed by a flop.
2. The Law of the Category
If you can’t be first in a category, set up a new one.
MAC: Cute in theory, but smells like manufactured uniqueness. If you’re inventing categories just to say you’re “first,” you’re playing yourself. Create value, not fake verticals.
3. The Law of the Mind
It’s better to be first in the mind than first in the marketplace.
MAC: Closer to the truth. But let’s add: be first with something that matters. Top-of-mind means nothing if your brand is synonymous with "meh."
4. The Law of Perception
Marketing is not a battle of products, it’s a battle of perceptions.
MAC: Bingo. But the game has changed—manipulating perception without backing it up gets you canceled, not converted.
5. The Law of Focus
Own a word in the prospect’s mind.
MAC: Sure, but let’s keep it ethical. “Own” the word by earning it—not just blasting it through ad spend and hoping it sticks.
6. The Law of Exclusivity
Two companies can’t own the same word.
MAC: We’ve seen dozens try. Doesn’t mean they should. You don’t “own” a word just by saying it louder. Authenticity earns ownership. Branding by brute force? Tacky.
7. The Law of the Ladder
Your marketing strategy depends on where you are on the ladder.
MAC: Fair. But don’t get stuck thinking being #3 means you have to act like you are #3. Be real. Own your spot. But aim higher with integrity, not gimmicks.
8. The Law of Duality
In the long run, every market becomes a two-horse race.
MAC: Laughable. Ever heard of fragmentation? Niche audiences? Cult brands? This is 2025, not 1985. The long tail lives.
9. The Law of the Opposite
If you're shooting for second place, your strategy is determined by the leader.
MAC: Obsessing over the leader is a fast track to copycat syndrome. Stand for something you believe in.
10. The Law of Division
Over time, a category will divide and become two or more categories.
MAC: Truth. Markets splinter. Just don’t use this as an excuse to create fake complexity. Consumers hate mental gymnastics.
11. The Law of Perspective
Marketing effects take place over an extended period of time.
MAC: Yes. But try telling that to a CMO obsessed with Q2 ROI. Long-term brand building isn’t optional — it’s foundational.
12. The Law of Line Extension
There’s an irresistible pressure to extend the equity of the brand.
MAC: Line extension isn’t the devil, but undisciplined brand sprawl? That’s how brands lose their soul. Focus, then expand with purpose.
13. The Law of Sacrifice
You have to give up something to get something.
MAC: Absolutely. Stop trying to be everything to everyone. Pick your battles. And stop launching 7 versions of the same product.
14. The Law of Attributes
For every attribute, there is an opposite, effective attribute.
MAC: True, but don’t make it contrived. “If they’re fast, we’ll be slow and thoughtful” only works if that’s who you actually are.
15. The Law of Candor
When you admit a negative, the prospect will give you a positive.
MAC: MAC lives for this one. Candor builds trust. Just don’t weaponize it. If you're going to own the negative, fix it too.
16. The Law of Singularity
In each situation, only one move will produce substantial results.
MAC: Rarely true. Great marketing is a system, not a lucky punch. Don’t buy the myth of the “one big idea” that saves the quarter.
17. The Law of Unpredictability
Unless you write your competitors’ plans, you can’t predict the future.
MAC: Preach. Stop pretending your five-year plan will survive contact with reality. Build flexibility, not fantasy.
18. The Law of Success
Success often leads to arrogance, and arrogance to failure.
MAC: Print this out. Tape it to your wall. Tattoo it on your brand team’s egos. Hubris kills relevance.
19. The Law of Failure
Failure is to be expected and accepted.
MAC: Yes — if you learn from it. But let’s stop glorifying failure without accountability. Fail forward, not in circles.
20. The Law of Hype
The situation is often the opposite of the way it appears in the press.
MAC: Hype is cheap. Don’t build your strategy on headlines. Build it on proof.
21. The Law of Acceleration
Successful programs are not built on fads, they’re built on trends.
MAC: Absolutely. Don’t chase cultural sugar highs. Build on values, behavior, and real needs.
22. The Law of Resources
Without adequate funding, an idea won’t get off the ground.
MAC: True-ish. But we’d add: no amount of money saves a bad idea or a hollow brand. Spend smarter, not just more.
So… Does MAC Believe in the 22 Laws?
Let’s be clear: MAC doesn’t worship at the altar of anything dogmatic. We’re not anti-Ries & Trout — we’re just pro-context. Some of these laws are timeless. Others are wishful thinking wrapped in outdated logic.
The MAC believes in:
Truth over tactics
Strategy over slogans
Transparency over manipulation
And accountability over ego
If you're still trying to run your brand by the 1993 playbook word for word? You're not being bold — you’re being lazy.
Want to be actually immutable?
Build trust. Build value. And build a damn good reason for your audience to care.
Want to know how? Check out the MAC’s immutable laws here
Follow Moni Oloyede at https://www.linkedin.com/in/moni-oloyede/
Thanks for this! Time to revisit my notes on the book...I knew some stuff smelled funny in there 😂