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? This is the definitive text on branding, distilling complex theories and principles behind this key marketing term into in twenty-two easy-to-read vignettes including: The Law of Contraction A brand becomes stronger when you narrow its focus The Law of the Word A brand should strive to own a word in the mind of the consumer The Law of Fellowship In order to build the category, a brand should welcome other brands World-renowned marketing guru Al Ries and his daughter and business partner Laura Ries examine brand-blazing strategies from the world's best, including Coca-Cola, Xerox, BMW, Federal Express and Starbucks, to provide you with the expert insight you need to build a world-class brand.
The 22 Immutable Laws of Branding
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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, Amazon.com --This text refers to an out of print or unavailable edition of this title.
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‘Attacks the jargon of the marketing professional with common sense. Independent
--This text refers to an out of print or unavailable edition of this title.
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Most Helpful Customer Reviews
32 of 34 people found the following review helpful
By A Customer
Format:Hardcover
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!
5 of 5 people found the following review helpful
Format:Paperback|Amazon 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.
Superb.
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.
Superb.
43 of 48 people found the following review helpful
Format:Paperback
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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Most Recent Customer Reviews
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 2 months ago by penfold
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 5 months ago 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 5 months ago 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 5 months ago by R. J. de Bulat
5.0 out of 5 stars
A great insight into Branding
Written by professional marketing consultants, this outstanding book combines academic rigour with practical common-sense. Read more
Published 12 months ago by I. H. Roblin
4.0 out of 5 stars
22 Immutable laws to branding
"An expensive Swiss watch - Rolex! The ultimate driving machine - BMW!
Everyone knows these brands and what they stand for, but what makes them so memorable and so... Read more
Everyone knows these brands and what they stand for, but what makes them so memorable and so... Read more
Published on 20 July 2010 by Mr. Ewan A. Menzies
5.0 out of 5 stars
Follow the Law!
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! Read more
Published on 27 May 2010 by K. Patel
5.0 out of 5 stars
Great for anyone planning to setup new business
I think its good book for anyone who is planning to start a business and wants to know some basic concepts of branding. I found it quite interesting. Read more
Published on 8 Feb 2010 by Sahota
5.0 out of 5 stars
Simple and brilliant!
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. Read more
Published on 26 Nov 2009 by Jonathan Kettleborough
5.0 out of 5 stars
The best way to undestand focus in branding
If you want to discover how to create a strong Brand for your Company, you have to follow the 22 immutable laws of Branding. Read more
Published on 13 May 2009 by Luigi Centenaro
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