Books

Average customer rating:

Excellent work
The one thing I learned from this book
Ries and Ries wrote a great book for people in all industries to read!
This book is invaluable
Branding Laws

The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
Laura Ries , and Al Ries
Manufacturer: HarperCollins Publishers
ProductGroup: Book
Binding: Hardcover

General | Business & Investing | Subjects | Books

Advertising | Marketing & Sales | Business & Investing | Subjects | Books

The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!
Positioning: The Battle for Your Mind
Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands
Emotional Branding: The New Paradigm for Connecting Brands to People
Differentiate or Die: Survival in Our Era of Killer Competition

ASIN: 0887309372

Amazon.com

As it becomes increasingly associated with impressive corporate gains realized in recent years by companies ranging from FedEx and Rolex to Starbucks and Volvo, "branding" has developed into one of the marketing world's hottest concepts. And for good reason, contend well-known strategist Al Ries and his daughter Laura Ries in The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand.

"Marketing is building a brand in the mind of the prospect," they write. "If you can build a powerful brand you will have a powerful marketing program. If you can't, then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective." A no-holds-barred look at a diverse collection of successful--and not-so-successful--branding efforts undertaken by these and other high-profile firms, their book distills the most critical principles involved into a series of clear rules with straightforward titles such as The Law of Expansion, The Law of Contraction, The Law of Consistency, and The Law of Mortality. While some of their suggestions may at first seem counterintuitive, together they compose a logical blueprint for success in today's ever-more-competitive environment. --Howard Rothman

Amazon.com Audiobook Review

When you call a book The 22 Immutable Laws of Branding, you're pretty much ruling out Oprah's Book Club as potential buyers. (Not that Oprah herself isn't a terrific brand.) This is an audiobook for a narrow demographic: entrepreneurs, top managers, and public-relations directors. Coauthor Al Ries comes off like the eccentric genius that most of these managers keep in a basement office, only listening to when necessary. When he says, "The power of a brand is inversely proportional to its scope," and hectors managers with the idea that "customers want brands that are narrow in scope," you know he's right (he backs himself up with dozens of examples), and you know it's the last thing powerful, expansion-minded businesspeople want to hear. Coauthor Laura Ries, his daughter and marketing-firm partner, also reads sections. (Running time: 1.5 hours, one cassette) --Lou Schuler

Book Description

Branding. Dubbed by many the "marketing buzzword" of the late nineties, everyone knows that building your product or service into a bona fide brand is the only way to cut through the clutter in today's insanely crowded marketplace.

The only question is, how do you do it?

Learn the laws of branding in the branding bible:

The 22 Immutable Laws of Branding. Brilliant, bold, and mercifully brief, The 22 Immutable Laws of Branding is the definitive text on branding, distilling the complex principles and theories espoused in other long-winded, high-priced professional marketing tomes into twenty-two quick and easy-to-read vignettes. Pairing the brand-blazing strategies from the world's best--like Coca-Cola, Xerox, BMW, Federal Express, and Starbucks--with the world-renowned marketing savvy of bestselling author Al Ries and his daughter Laura Ries, The 22 Immutable Laws of Branding builds on the huge international success of The 22 Immutable Laws of Marketing and provides the expert insight you seek on business's hottest topic in less time than an airplane ride.

Find out:

Why you will fail to create a brand through advertising, sales promotion, public relations, or fancy packaging

How overbranding equals underwhelming

Why a brand in any category should welcome others like it

How to define your category...even if you're not first to market

Why creating a sense of authenticity may be even more important than five-star quality

How to use advertising to keep your brand alive

Why no brand lives forever--and how best to read its vital signs and put it out of its misery yourself

Why good old-fashioned publicity may be the missing link in the brand-building process

Why giving your brand the right name is perhaps more important than the brand itself

and perhaps most important of all:

How to own a word in the mind of the consumer

Smart and accessible, The 22 Immutable Laws of Branding is an easy-to-refer-to primer that provides the ammo you need to dominate your category and turn your product or service into a world-class brand.

Customer Reviews:

Excellent work.......2007-05-26

I must say I have become somewhat of a Ries groupie. Al & Laura Ries along with Jack Trout have created some of the most thought filled pieces within the Branding, Marketing and communications world today. This one lives up the all the hype. The 22 Immutable Laws of Branding is a masterpiece to say the least. I began seeking out new books on the topic and thought why not hear from the gurus of the field. I had read The 22 Immutable Laws of Marketing first and it lead me to this great piece. I am a marketing student not just in the classroom but for life. It is what I do, therefore learning more is what I must do.

Once you began your journey for more knowlege on Branding and relating fields you will side with this book. Branding lives with the perpection that is placed int he mind of the consumer. In all my many marketing classes have I not discussed the many issues that come up in this book. To be a great marketer or branding strategiest you must seek out information from all levels of the field and then rethink those thoughts in regards to your position and situation. This book places you in the right mindset to do that and much more. So begin the process...

The one thing I learned from this book.......2007-05-24

This is a quick read and I actually found myself picking it up to read even when I WANTED to put it down. It has an easy flow and is written in layman's terms so anyone can understand. And while all of that is wonderful for a book, there is one thing that stood out the most to me-BRANDING IS MADE THROUGH PUBLICITY, NOT ADVERTISING. I swear I thought it was the other way around. I thought if you advertise your product enough then the media would pick up on your product and give you the publicity. That advice right there was worth the price of the book. If you are an entrepreneur, author or any type of businessperson, this book should be part of your library. Refer to it often.

Ries and Ries wrote a great book for people in all industries to read!.......2007-05-22

Ries and Ries wrote a great book. I must mention that I am not in marketing or public relations yet found this book incredible and interesting.

Inside this book is 22 Immutable Laws of Branding and also a bonus book on Internet Branding. I think people in any industry should read this. I really think this book is great for small business operator. Each chapter covers examples of success and failure from huge companies such as Budweiser, Holiday Inn, Xerox, etc. You don't need to be the founder of the next Microsoft to find this book useful. 22 Immutable Laws Of Branding has important lessons that anyone could use for success in any size business.

This book is very well written and makes you laugh at times.

Ries and Ries are insanely knowledgable on branding and it shows through this book.

This book is invaluable.......2007-03-30

As the Creative Director for AUDIN Web Design, I found the 11 Immutable Laws of Internet Branding (in the back of the book) to be quite invaluable. That alone was worth the price. It allowed me to come up with a unique name for my Web Design company. I chose AUDIN solely on reading this book , Laws of Branding, and it has proven to be a good call because I am so easy to find on the search engines. However, a lot of the regular Branding stuff is a rehash of old books, but the internet stuff is gold, real gold. It is a quick read and you won't be disappointed (unless if you have read every other book by these authors). If you are on a tight budget, you might want to combine this book with another to get some savings (no, I don't work for Amazon; I'm just saying..that's all). I admit I am a bit bias; I just love this stuff--this marketing stuff. Even if you are not interested in marketing, this a good read for business in general. You could almost pick stocks based on this info; I did say almost.

Branding Laws.......2007-03-14

A must read for anyone in business. You don't just read this, you keep it around for reference. It also helps if you have read previous books...especially from the mother of all Trout and Reis books on Positioning. To navigate the world of business, marketing and advertising without this body of knowledge is like trying to get around Boston without a map. It can be done...but.

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