22 Immutable Laws of Branding [Paperback]

As it becomes increasingly associated with impressive corporate gains realised in recent years by companies ranging from Virgin and Rolex to Daewoo 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 programme. 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 a number of 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 --This text refers to an out of print or unavailable edition of this title.

‘Attacks the jargon of the marketing professional with common sense. Independent

This is the definitive text on branding. The renowned marketing guru and bestselling author of The 22 Immutable Laws of Marketing demonstrates how to build any product or service into a world-class brand.

Think Nike, Hoover, Xerox and Kleenex and you’re thinking brands in the biggest and most lucrative sense. Everyone knows that building your product or service into a bona fide brand is the only way to stand out in today’s insanely crowded marketplace. The only question is, how do you do it?

Renowned marketing strategist Al Ries and his partner Laura Ries share the 22 rules that reap the highest of rewards in this cut-throat environment, organized in an authoritative yet pithy book that can be read and digested in the course of an airplane journey. Find out:

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

Why a brand in any category should welcome others like it.

How to own a word in the mind of the consumer.

Smart and accessible, these 22 easy-to-read vignettes provide the expert insight you need to build a world-class brand.

Branding is the future of business.
Our book shatters the conventional wisdom of brand development. We lay down the laws that can make the difference between success and failure in the marketplace for your brand. We answer questions like: Which is more important Advertising or PR? Should we line extend? How important is quality? What color and shape should our logo be? Do we go global? When do we let a brand die? How often do we change our slogan? Should we block competitors from entering our market? Do we promote the category or our brand? What should we name our brand? --This text refers to an out of print or unavailable edition of this title.

Renowned marketing strategist Al Ries and his partner Laura Ries share the 22 rules that reap the highest of rewards in this cut-throat environment, organized in an authoritative yet pithy book that can be read and digested in the course of an airplane journey. Find out:
• Why you will fail to create a brand through advertising, sales promotion, public relations or fancy packaging alone.
• Why a brand in any category should welcome others like it.
• Smart and accessible, these 22 easy-to-read vignettes provide the expert insight you need to build a world-class brand.

Al Ries is one of the world’s best known marketing strategists. He is the co-author of such bestselling books as Positioning: The Battle for Your Mind, Marketing Warfare, Bottom-up Marketing and Horse Sense and the author of Focus: The Future of Your Company Depends on it.

Laura Ries is a graduate of Northwestern University and a partner in their marketing strategy firm.