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The 22 Immutable Laws Of Branding Paperback – 3 Apr 2000

4.2 out of 5 stars 38 customer reviews

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Product details

  • Paperback: 192 pages
  • Publisher: Profile Books; New Ed edition (3 April 2000)
  • Language: English
  • ISBN-10: 1861976054
  • ISBN-13: 978-1861976055
  • Product Dimensions: 12.9 x 1.3 x 19.8 cm
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (38 customer reviews)
  • Amazon Bestsellers Rank: 68,841 in Books (See Top 100 in Books)

Product Description

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.

Review

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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Customer Reviews

Top Customer Reviews

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!
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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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By Martin Turner HALL OF FAMETOP 500 REVIEWERVINE VOICE on 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.

Superb.
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Format: Paperback Verified Purchase
I purchased this book in an attempt to educate myself in how to build my brand as a science fiction novelist. This book is clearly laid out and written in language that anyone can understand. The sections are short and the main points, easy to remember. I feel however, that this book is more suited to someone within a more traditional company with a 'thing' to market. As an author/novelist, all but one of the sections could not be made to apply to me or my brand (which is my novels.) I was a little bored by the constant 'look what this company did, look what that company did" that fills each and every paragraph and it seems to me that this book is more of a history of branding rather than a how to book. The one section that can be applied to my books and my brand was a very helpful point, so for that I'm grateful and it is for this one point that I feel I can only award two stars.
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Format: Paperback Verified Purchase
This is a no nonsense guide explaining how to build a brand for your business which attracts customers and increases sales and profits.

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.
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