The 22 Immutable Laws Of Branding Paperback – 3 Apr 2000
|New from||Used from|
- Choose from over 13,000 locations across the UK
- Prime members get unlimited deliveries at no additional cost
- Find your preferred location and add it to your address book
- Dispatch to this address when you check out
Frequently Bought Together
Customers Who Bought This Item Also Bought
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
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.
The 22 Immutable Laws of Branding will enlighten many, and it attacks the jargon of the marketing professional with common sense (Independent)See all Product Description
What Other Items Do Customers Buy After Viewing This Item?
Top Customer Reviews
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!
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.
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.
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.
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.
Most Recent Customer Reviews
After reading this book it's clear why so much marketing and advertising fail. The authors explain their ideas clearly - without resorting to business school jargon - and the... Read morePublished 15 days ago by Ryan Viguerie
Great book, offered some great insight into the laws of branding!Published 5 months ago by Amazon Customer
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 morePublished 19 months ago by Adrian
Interesting, particularly given what has happened to some of the brands they mention in the book, Amazon for one!Published on 27 Aug. 2014 by s l greg
An excellent thought provoking read. Sometimes stating the obvious in a way that is compelling.Highly recommendedPublished on 26 Aug. 2014 by Robert Alexander Dixon
Look for similar items by category
- Books > Business, Finance & Law > Careers > Job Hunting
- Books > Business, Finance & Law > Management > Call Centre Management
- Books > Business, Finance & Law > Management > Strategy
- Books > Business, Finance & Law > Sales & Marketing > Advertising
- Books > Business, Finance & Law > Sales & Marketing > Brands & Corporate Identity
- Books > Business, Finance & Law > Sales & Marketing > International
- Books > Business, Finance & Law > Sales & Marketing > Market Research
- Books > Business, Finance & Law > Sales & Marketing > Research
- Books > Business, Finance & Law > Sales & Marketing > Sales Techniques