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The 22 Immutable Laws of Branding, by Al Ries Laura Ries
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This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding
Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today's marketplace is to build your product or service into a brand—and provides the step-by-step instructions you need to do so.
The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web. The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands. The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand.
Product details
Paperback: 272 pages
Publisher: HarperBusiness; 1st edition (September 2002)
Language: English
ISBN-10: 9780060007737
ISBN-13: 978-0060007737
ASIN: 0060007737
Product Dimensions:
7.4 x 0.7 x 9.2 inches
Shipping Weight: 15.2 ounces (View shipping rates and policies)
Average Customer Review:
4.2 out of 5 stars
225 customer reviews
Amazon Best Sellers Rank:
#32,907 in Books (See Top 100 in Books)
What a frustrating read from someone who believes there is more to a Company and its Products than just its brand.First off... Ignore the entire last half of the book on anything web based (what they call "the Net"). To be fair..the book was written in 2002, a stone-age ago in terms of the Internet, but the narcissistic assumptions made are so far off.... Such as...-Yahoo is the global leader in search and always will be (Google yet?)-Amazon is the leader in online book sales, but will fail if they expand outside of books...-eTrade will fail because of its name alone-AOL/CompuServe will continue to dominate-......and the list goes on.Even for the first half of the book (and a part at the very end), read the suggestions/lessons, but not the examples that say such things as...-GM/Chev have lost market share, because of their confusing product naming (Ever heard of quality coming into a customer's decision to purchase?!)-Levi's failed because of branding (not because every other company made their jeans overseas at 10% the cost)-Apple needs to stick to computers. No one wants to surf the web from their phone, or listen to music from their phone.-Product always diverge, no one wants convergence (opposite of what a smart phone, table, PC, TV, Xbox is today?)...In business schools we used to call books like this "airport business books" that sell to people rushing through airports with their flashy covers and catchy titles.Again, read the first 22 laws, but ignore the examples. The authors wrote their law and then looked to the market to prove their point. Not research based where you have controls, variables and prove results based on research evidence.Ignore the 11 laws of Internet Branding.Go in knowing that everything to the authors is black-and-white and only their opinion matters.I could go on ... but it would violate my law of moving onto better things.
I wish I has read the reviews before buying this. It's so outdated that it is useless.It's written before social media like Facebook, Pinterest or instagram came to be actually it just deals with AOL so its even before MySpace oh my!The points on branding with color or terrible and wrong.Please don't buy this book and save yourself the frustration.It quotes brands as successful and uses them as examples that have actually gone under.Ugh!
The first part of this book was really useful, and I was confident about the author's knowledge and insights. The 11 internet branding laws however made me doubt everything I just read.It is a common problem for experts to think they are also experts in predicting the future I guess, but really..."The Internet will be the first new medium that will not be dominated by advertising" laughable"Amazon should stay focused on books and music""Yahoo is in no danger because it has a powerful dominant position in the portal category" hear that Google"The PC, the Internet and TV will combine? It will never happen" LOL"We won't have our palm pilot, phone and CD in one...Technologies don't converge, they diverge" tell that to my IPhone.Of course hindsight is 20/20 vision and all that, but like I said the first part of the book is about being able to predict whether your brand will be successful and now I am doubting all that possibly good information
The 22 Immutable Laws of Branding by itself is certainly a worthwhile read and provides a nice outline for important pieces not to lose track of as one builds a brand. On the other hand, the "BONUS" section that includes "The 11 Immutable Laws of Internet Branding" is a complete miss. It is sorely outdated and full of false predictions regarding how the internet would play out. Stick to the 22, but you can save yourself a lot of time by not even bothering with reading the 11 (unless you want a few good laughs).
I've been an advertising copywriter for 25 years. This is one of three books I recommend to anyone wanting to become a more effective copywriter or marketer. The principles in this book are so simple, a lot of companies won't try them (or abandon them for some new idea). I've been around long enough to watch them proved true over and over again--for big brands and small businesses.
Book details how easy it is to have a strong brand by keeping it simple. In short, brand and the products you sell have an inverse relationship. The more goods & services your brand offers the weaker your brand will be. The fewer goods & services your brand sells, the stronger your brand will be.
Reading it for a class that doesn't start for another month. I'm 1/3 of the way through the book, and considering dropping the class, because I cannot trust a professor who likes this book.The author uses Toys 'R Us as a shining example of a successful brand, for one.He also says things like, "East Asia has a branding problem," for another.This is a terrible book.edit: update: I dropped the course. This book is the worst book I've ever read. Author should be ashamed of himself.
One of the best straight forward, to the point, apply immediately and get a better result books you can buy on a marketing subject.I had worked in the business world for fifteen years before I started my own one man operation twenty eight years ago. I have read many marketing books, I read economic, marketing, and small business articles all the time, and I focus on those same subjects on news and talk shows ('Your Business" w/ J. J. Ramberg Sunday mornings on MSNBC, etc.).This book is one of the best collections of immediately applicable high quality marketing information you are ever going to find. There may be many books just as good as this one, but none better.P.S. You should also buy 'The 22 Immutable Laws of Marketing' and 'Positioning' by the same authors. They will be the best set of marketing books you will own.
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