In marketing, not every campaign succeeds. According to the Law of Failure — one of the 22 Immutable Laws of Marketing by Al Ries and Jack Trout — failure is inevitable, and how you respond to it determines the survival of your brand.
The Law of Failure states: “Failure is an essential part of marketing. Accept it.” Many companies try to deny or hide their failures, continuing to invest in ineffective strategies out of pride or internal pressure. This not only leads to financial losses but also weakens the brand.
For example, when a product fails to gain market acceptance, instead of endlessly tweaking it without changing direction, a business should have the courage to withdraw and learn from the mistake. Major brands like Coca-Cola, Apple, and Google have all launched failed products — but they knew when to pivot.
The Law of Failure also highlights the importance of company culture: if an organization doesn’t allow employees to admit mistakes, they won’t dare to experiment with new ideas. Creativity thrives only when failure is seen as part of the learning process.
In marketing, failure isn’t the end — it’s an opportunity to adjust, innovate, and grow. The Law of Failure reminds us to face reality with courage and never let ego stand in the way of progress.
