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The 22 Immutable Laws of Branding
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Binding: Paperback
Dewey Decimal Number: 658.827
EAN: 9780060007737
Edition: 1st
ISBN: 0060007737
Label: Collins Business
Manufacturer: Collins Business
Number Of Items: 1
Number Of Pages: 272
Publication Date: 2002-09
Publisher: Collins Business
Release Date: September 17, 2002
Studio: Collins Business
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Editorial 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
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.
Customer Reviews
Average Rating: 
Rating:  - in plain english
very easy to read, to the point...sometimes a little repetitive but that's ok...good for memorizing.
Rating: - Exciting Book
This book is a classic. The language and content are so fresh you won't fail to be impressed even when you read it today.
[...]
Rating:  - Half of this book is good for beginners, the other half is dangerous.
There are two parts to this book. One part is pure common sense to anyone vaguely aware of what branding is, and an excellent guide for beginners. The other part is almost pure fiction.
The basics of branding are very well defined and explained through examples. Ideas are grouped under logical categories named "laws" (i.e., to be unconditionally obeyed?) whereas the concept of "pattern" (i.e., truths that apply most of the time in certain non-exclusive conditions) would have been more ... Read More
Rating:  - Shoul dbe 22 sometimes laws of branding...
Good for branding basics, but once it dives into the "new world of the Internet" it stops being useful basically because every prediction they have about Internet companies and the mistakes they are making turn out to be wrong. The fact that you're looking at this review proves 1 prediction wrong, they predicted Amazon would die because it's straying from it's branding by expanding beyond books (its brand). They spend a lot of time talking how none of the old rules apply to the Internet, then they spend ... Read More
Rating: - Duh
This book was supposedly a classic on the subject of branding some years ago. It's age certainly shows, having gotten around to reading it only recently.
For me it was basically a far less captivating version of Douglas Rushcoff's "Media Virus" - for me, the true ground breaker on the subject of branding.
I suppose the problem with any popular book about branding is this: as soon as it's concepts are popularized and utilized by any and every below-the-line boutique marketing joint ... Read More
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