The 22 Immutable Laws of Branding: How to Build a Product or Service into a Wolrd-Class Brand Hardcover – 30 Jul 1998
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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
The only way to stand out in the cluttered marketplace is to build a product into a brand - think Nike, Hoover, Xerox and Kleenex. Marketing strategist Al Ries and his partner Laura Ries share the 22 rules that reap the highest of rewards in this environment.See all Product description
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There is a big business branding issue that small companies shouldn't copy. I hate much of the advertising done by big businesses and the way that encourage small businesses to waste their money doing stuff which doesn't have a chance of working. How often have you watched TV adverts and wondered what it was all about and then struggled to remember the name, let alone any reason to buy that product instead of a competitor's.
Brand based advertising is too expensive for the majority of small businesses. However branding is one way a business can differentiate itself from competitors so I can't ignore the concept all together.
There are two aspects of branding:
1 - Brand awareness - how many people know the name.
2 - What the brand stands for.
Look at Ford. You know the name but what does it stand for other than "motor cars"? What image (if any) pops into your head when you hear the name? Its brand is spread too widely.
This book is all about the second issue, what your brand stands for. Name recognition isn't enough, except in extreme picking situations where you buy because you can't see any difference in the products but at least you know one name. The real aim of branding is to create a strong emotional connection with the customers so your brand means something to them.
This book, long considered a marketing classic, sends out a very clear message and is written in a way that's easy to read and simple to understand.
Its age may be a problem for you. This book was published well before we had Facebook, Twitter and the rest of the social media websites that have helped to increase the customer power of what a brand really means.
It won't tell you in detail how to create your own strong brand. You need another book for that. It will make it very clear what you're trying to do and what you must not do if your are going to create a brand which differentiates your business in a crowded marketplace.
About my book reviews - My goal is to help you to find the best business advice. I aim to be a tough reviewer because the main cost of a book is not the money to buy it but the time needed to read it and absorb the key messages. 4 stars means this is a good to very good book.
Paul Simister, a business coach who helps business owners who are stuck, get unstuck.
I dare say some of what it contains is solid advice, but it desperately needs updating for the 21st century.
I have always been influenced and fascinated by outstanding brands (eg Adidas, Thin Lizzy) and now I understand the basis of their power.
A great, absorbing read.