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The 22 Immutable Laws of Branding | 
 enlarge | Authors: Al Ries, Laura Ries
Publisher: Profile Business
Category: Book
List Price: $18.60
Buy New: $10.34
You Save: $8.26 (44%)
New (10) Used (3) from $7.63
Avg. Customer Rating:  90 reviews
Sales Rank: 1267549
Media: Paperback
Pages: 192
Shipping Weight (lbs): 0.3
Dimensions (in): 7.6 x 5 x 0.6
ISBN: 1861976054
Dewey Decimal Number: 158
EAN: 9781861976055
ASIN: 1861976054
Publication Date: April 3, 2000
Availability: Usually ships in 1-2 business days
Shipping: International shipping available
Condition: Brand New. Delivery is usually 5 - 8 working days from order, International is by Royal Mail Airmail
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Amazon.com Review
When you call a book The 22 Immutable Laws of Branding, you're pretty much ruling out Oprah's Book Club as potential buyers. (Not that Oprah herself isn't a terrific brand.) This is an audiobook for a narrow demographic: entrepreneurs, top managers, and public-relations directors. Coauthor Al Ries comes off like the eccentric genius that most of these managers keep in a basement office, only listening to when necessary. When he says, "The power of a brand is inversely proportional to its scope," and hectors managers with the idea that "customers want brands that are narrow in scope," you know he's right (he backs himself up with dozens of examples), and you know it's the last thing powerful, expansion-minded businesspeople want to hear. Coauthor Laura Ries, his daughter and marketing-firm partner, also reads sections. (Running time: 1.5 hours, one cassette) --Lou Schuler
Product Description
Everyone knows that building your product or service into a bona fide brand is the only way to stand out in today's insanely crowded marketplace. The only question is how do you do it?This is the definitive text on branding, distilling complex theories and principles behind this key marketing term into in twenty-two easy-to-read vignettes including:The Law of ContractionA brand becomes stronger when you narrow its focusThe Law of the WordA brand should strive to own a word in the mind of the consumerThe Law of FellowshipIn order to build the category, a brand should welcome other brandsWorld-renowned marketing guru Al Ries and his daughter and business partner Laura Ries examine brand-blazing strategies from the world's best, including Coca-Cola, Xerox, BMW, Federal Express and Starbucks, to provide you with the expert insight you need to build a world-class brand.
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| Customer Reviews: Read 85 more reviews...
 Read BEFORE you start your new business. December 16, 2008
I've been involved in small business for decades. When friends, relatives, or business acquaintances tell me they are thinking about starting a new business, I always ask, "Have you read The 22 Immutable Laws?".
This book makes it crystal clear how, unless you don't mind swimming in a sea of "also-rans", you should think through how you want the world to classify your business -- because of the way humans process new information, we literally only get one chance to cement our product or service in the minds of the general public. The 22 Immutable Laws helps you get it right the first time.
A great little book on branding December 16, 2008
The Brighter Marketing Bible for Small Businesses
I bought this book quite a few years ago and lost my copy so bought it again a few weeks ago. It is a great book on the essentials of branding and the authors take a simple, yet really informative look at what makes up a brand in short chapters that you can read on their own. As a marketeer I recommend this book to my clients as you can learn a lot about branding in a very short space of time. It is suitable for everyone and even my husband who is an engineer and usually doesn't have time for marketing "fluff" as he calls it said he found it quite engaging and now believes himself a branding expert:-)
Solid, basic information on branding December 4, 2008
This book is not quite as revolutionary as "The 22 Immutable Laws of Marketing" was, but it still should have a place on your bookshelf. You won't get a lot of nuts and bolts about building a solid and powerful brand, but you will get the big concepts and basic theories in easily digestible chunks.
I've got to grin now though. Earlier in the week I received a review copy of a new book due out in January, "Brand Immortality: How brands can live long and prosper" that talks about how brands can live indefinitely by effectively breaking free from dying categories and this flies in the face of Immutable Law #21, The Law of Mortality. Such conflict! I love it. (I'll keep you posted when I'm done with the new book.)
Overall, definitely a great book to have. You won't get much more solid information about basic brand building.
22 Immutable Laws of Branding Review November 9, 2008
Overall a great marketing/branding book for anyone wanting to get an overview of how it all works. They use classic, well-known examples that many professors cite constantly. If you have a background in marketing, it is a great refresher to remind you of the stuff you learned. As with all books, take from it what you can, and always challenge everything you read. But I read all of Al Reis' stuff, I think he is great.
Excellent! A must-have! October 28, 2008
Great book. Very consistent with their previous books and full of exemples that corroborate with the ideas.
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