Having what you think is the killer Web site up your sleeve might not be enough to make you the next dot com millionaire. Even if your idea has the potential to be a success, there are many hurdles at which it can fall, and one of them is branding. This relates not only to the name you choose for your site, but to its overall look and feel. Get these wrong, and you're doomed. This is the message of father and daughter partnership Al and Laura Reis, marketing gurus who have worked with some of the US's top companies. In this book they focus their attention on the Internet.

The book is divided into 11 chapters, each of which examines a particular "law" of Internet branding. Many of the laws concern what you decide to call your company. Do you make up a name that is entirely new? This book implies that would be a good strategy. Should you keep the name short, easy to spell, and stick to the letters a to z? Absolutely. Can you use your existing company name? Not always. Your company name is not your only branding issue. In a chapter titled The Law of Divergence the authors claim technologies tend to split into several new discrete ones, rather than converge as a "one size fits all" solution. The implication is that an Internet business can't succeed if it tries to do too many things.

It won't take you very long to read this book--it is written in an easy style and the authors make their points clearly, giving plenty of examples of real Web sites along the way. But spending a few hours on it could get your killer Web site over a couple of those hurdles. --Sandra Vogel --This text refers to an out of print or unavailable edition of this title.

Synopsis

The Internet is the first major new communication medium to be introduced since television and businesses ignore it at their peril. If the Internet is going to take its place alongside the other major media it will be because it exploits a powerful new attribute - interactivity. The Internet will make traditional forms of branding , such as conventional advertising, redundant. In order to succeed in branding on the net, the message to customers must be interactive. Al and Laura Ries examine this dilemma and explain how their other revolutionary principles can help your company to build a brand on the net. Like the "22 Immutable Laws of Marketing" and the "22 Immutable Laws of Branding", this title contains practical advice and marketing savvy. The authors use anecdotes from their own consulting business with top companies to illustrate how Internet branding really works. Al Ries and his daughter and partner Laura divulge the revolutionary strategies needed to successfully build your company, product or service into a profitable brand using the internet.

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3.6 out of 5 stars (5 customer reviews)

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4.0 out of 5 stars Easy to read and some thought provoking ideas, 27 Jan 2002

By	Andre Hoffmann (vinexa@telkomsa.net) (Durban, South Africa) - See all my reviews

I am not sure if I totally agree with everything Al and Laura are saying, some of the argument seem somewhat loosely based on circumstantial evidence, yet on the other hand much of what they have to say makes a lot of sense. I am not so sure that all the 11 laws promulgated are indeed "immutable". The law of vanity (chapter 9), for example, I would like to know what the Ries's think of the Virgin brand and how it has transcended from being a record label to a airline carrier, health club operator, cell-phone service provided among others, is this just and exception or is mutation possible? The book enlightened me into some key insights about the Internet that I had not considered relevant before, like the issue of interactivity and the consequential impact on Internet advertising. I was also particularly irritated at first by their chapter on "divergence" and their strong feelings on the myth of "convergence", but then I gave it some thought, I consider that maybe we are being misled by the media hype in respect of convergence in respect of gadgets, but where I think the Ries's are missing the point is in the convergence at the service level - here I think there is a strong case for convergence of content with medium and billing etc. I think the merger of Time Warner with AOL will prove to be model for future survival. For example if the cable company delivering the pay-per-view TV can also give me my telephone and Internet connection - great. Overall this book definitely provides some useful and sound advice for the entrepreneur considering an e-commerce presence, and which one can avoid this today?

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1.0 out of 5 stars How wrong can you be?, 13 Feb 2001

By	Christopher (Leeds, West Yorkshire United Kingdom) - See all my reviews

This review is from: The 11 Immutable Laws of Branding (Hardcover)

A book that was written in a rush to catch the internet wave, and that now reads like receding surf. To be honest, I gave up about half way through, bored by the endless lists that 'prove' the laws. This point roughly co-incided with the realisation that "immutable" means (in the case of this book) "speculative". I guess a fair number of bankrupt dotcom's followed them to the letter.

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3.0 out of 5 stars This book provides a coarse, unacademic, view of e-branding, 18 Dec 2000

By A Customer

This review is from: The 11 Immutable Laws of Branding (Hardcover)

Okey I'm going to keep it simple: + It's a short book + Clear statements are made by the authors + It is fun to read - Too simplifying -Too shallow - Feels like it was written in a hurry

I belive there still are better books on e-branding to be written, but in the meantime this book can do it.

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Most Recent Customer Reviews

5.0 out of 5 stars Essential for the bookcase of the serious e marketer.
You may never fully comprehend Internet marketing without this book. The authors' vast experience of success and failure in branded products is reviewed in this book. Read more

Published on 8 Jul 2000

5.0 out of 5 stars Absolutely excellent - I thought this was a very good intro
A great commonsense introduction to the business of branding on the net. Some of their ideas seemed obvious - like don't choose too long a name for your site. Read more

Published on 26 Jun 2000

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