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The 22 Immutable Laws of Branding [Kindle Edition]

Al Ries , Laura Ries
4.2 out of 5 stars  See all reviews (32 customer reviews)

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Book Description

This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding

Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today's marketplace is to build your product or service into a brand—and provides the step-by-step instructions you need to do so.

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web. The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands. The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand.

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Amazon Review

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,


The 22 Immutable Laws of Branding will enlighten many, and it attacks the jargon of the marketing professional with common sense (Independent)

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Most Helpful Customer Reviews
7 of 7 people found the following review helpful
5.0 out of 5 stars The place to start 26 Jan. 2008
Format:Paperback|Verified Purchase
How can a book which has almost no pictures be the ultimate introduction to branding?

I was highly sceptical, and only added it onto to my list of branding books to buy because it was cheap. How wrong I was.

In 172 readable, small-paperback pages, Al Ries and his daughter Laura unveil the fundamentals of branding, stripping away the most powerful myths and demonstrating with a mixture of brand successes, failures, falls and rises, that they know what they are talking about. What's more, what they say made sense of many things I have been dimly feeling towards in my 20 years as a communications professional.

I suspect that this book oversells itself slightly. The title made me suspicious, and the definitiveness of statements which go against what you find in other books makes you wonder, at points, if what it's saying is really this cut and dried. I probably would have disregarded this book if I'd read it ten years ago: but practical industry experience convinces me that what it is saying is right, and the other books, which focus on choosing your name and redesigning the logo, are the ones which only understand a part of the picture.

It took me about an hour and a half to read this book, and I will never see branding the same way again. That's good value for you. On the other hand, I probably won't be reading and re-reading it avidly. It makes its points, which can be quickly revised from the chapter headings. Now it's time to move on.

I would recommend this book to anyone and everyone who wants (or needs) to learn about branding. I can't imagine a better introduction to the subject for someone who already has enough industry experience to recognise what it is talking about. I wouldn't recommend anyone to _only_ read this book: it is an extremely sound beginning, not an encyclopaedia.

In terms of what this book is trying to be, I don't think there could be any higher recommendation than that.

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38 of 40 people found the following review helpful
3.0 out of 5 stars Good, but please! don't expect nirvana 17 Feb. 1999
By A Customer
I can't believe some of these other reviews. Some guy gave it 5 stars and admitted that he hadn't read it yet! I assume that isn't a plant, because it's too stupid to be a plant.
The book is good, thought-provoking, and has some real insights. HOWEVER, it is a little simplistic, and it's written for the brand manager of Coke. For those of us without 80+ years of brand history behind us yet, some of his advice isn't relevant. Also, some of his conclusions are just too simplistic: "Symbols are overrated and don't matter much anyway" (paraphrasing). Come on. You can't tell me the swoosh isn't a powerful asset, and the authors admit it, but they poo-poo the entire concept.
Section on naming is very insightful. And the hard advice on expansion is right on! Overall, good, and worth buying for any marketing person. But, this is definitely NOT the bible. Come on, people!
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43 of 49 people found the following review helpful
5.0 out of 5 stars Simple, not simplistic 9 Nov. 2002
This is one of the simplest yet most important books I read on branding. Al and Laura Ries outline 22 short rules for success in branding - or failure, if you go against them.
Some of these rules are very obvious, such as The Law of Credentials and The Law of the Name. Others are not and will you will have to take the odd deep breath and ask yourself if that really was what the authors meant. Once you think it, though, it all makes perfect sense and you're already on the next chapter.
The authors didn't even have to drown the reader with useless, obscure case studies, when examples of brands everyone knows about are so plentiful. The language is simple and relaxed and so very effective.
So, if you're not hoping for a treaty on marketing this is the right book for you. It doesn't matter if you're a student, a seasoned marketer or a consumer who wants to know what some people are doing to consumers' minds: you will find this highly informative, blunt, enlightening and very fun to read.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Follow the Law! 27 May 2010
When buying this book I was a little concerned about the relevance of a 2003 edition in an industry that has moved on considerably since that time. How wrong I was!
This book is insightful, absorbing and thought-provoking with a plethora of examples that make each law easier to understand. Yes, times have changed but these general principles can be still applied to and observed in brands today.

I would say that coming from a business consultancy background, the issue of brand building versus business building (a conflict identified throughout the book) could be better tackled but even without an explanation of how you can reconcile the two, this book is a must-have for any business person, not just marketers!
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1 of 1 people found the following review helpful
5.0 out of 5 stars Simple and brilliant! 26 Nov. 2009
By Jonathan Kettleborough VINE VOICE
Let's be honest; we can't escape brands! In this book, Al and Laura walk you through the 22 key issues that make a brand a great brand.

With real examples from Coca-Cola, Starbucks, Rolex, Federal Express, Xerox and The Body Shop (but to name a few), the power of brands and the way in which they are positioned in our world is brought to life.

This is not just a book for the marketing professional; this is a book for everyone who owns and works with brands, be that a major corporation or a corner shop.

An easy to read and very clearly articulated book, Al and Laura provide an insight into brands that will be of use to all entrepreneurs, corporate 'types', students and small business owners.
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Most Recent Customer Reviews
1.0 out of 5 stars One Star
See above
Published 1 month ago by juemac55
2.0 out of 5 stars The first 15 laws were interesting and though some of the brand...
I bought the book with Whispersync too. The first 15 laws were interesting and though some of the brand examples were very old I still got a sense I was learning some good lessons... Read more
Published 1 month ago by Amazon Customer
3.0 out of 5 stars Three Stars
its ok but cant knock the book just a little to old.
Published 2 months ago by lorna ross
3.0 out of 5 stars Three Stars
Interesting, particularly given what has happened to some of the brands they mention in the book, Amazon for one!
Published 7 months ago by s l greg
5.0 out of 5 stars Five Stars
An excellent thought provoking read. Sometimes stating the obvious in a way that is compelling.Highly recommended
Published 7 months ago by Robert Alexander Dixon
5.0 out of 5 stars Common Sense for Executives
This book spells out what brands really are - perceptions in the mind of the customer. It goes on give a simple prescriptive list of the things you should do and should not do to... Read more
Published 19 months ago by Paul Sloane
4.0 out of 5 stars its good
its good. it really is. trust me. buy it. you wont regret it, unless you do, in which case sorry.
Published on 9 Mar. 2013 by Amazon Customer
4.0 out of 5 stars Basic Understtanding
Would fully recommend this book to anyone who wishes to acquire a good foundational understanding of branding, whether one needs more is very debatable. Read more
Published on 15 Dec. 2012 by MacGregor
3.0 out of 5 stars short cases
I bought it for my Strategic Brand Creation and Management class.I think that the book could be more detailed. I wouldn't buy it again if I could choose.
Published on 10 Dec. 2012 by vero
5.0 out of 5 stars excellent aide memoire
Okay, this book is not going to change your life: it sets out to do a simple task in a consistent and intelligent way and does so successfully, so 5 stars. Read more
Published on 2 Dec. 2012 by R de Bulat
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