The 22 Immutable Laws of Branding | 
|  | | | Title: | The 22 Immutable Laws of Branding | | Author: | Al Ries
Laura Ries | | Publisher: | Collins Business | | Type: | Book / Paperback | | Publication Date: | September, 2002 | | ISBN / ISBN-13: | 0060007737 / 9780060007737 | | List Price: | $18.95 | | You Save: | $6.06 | | Amazon Price: | $12.89 | |
 This book is also available, brand-new, from 3rd-party marketplace sellers at Amazon.com, from $7.99. |
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| Editorial Review / Publisher's Information:
Product Description
This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet BrandingSmart 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.
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
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Customer Reviews:
• Exciting Book 23 September, 2008
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.
[...]
- Reviewed by customer ID: A1TOJZ2C58G9WE
• Solid, Basic Information On Branding 04 December, 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.
- Reviewed by customer ID: ABXKVC1YBBSEQ
• In Plain English 23 September, 2008
very easy to read, to the point...sometimes a little repetitive but that's ok...good for memorizing.
- Reviewed by customer ID: A3P6N097SO3H9P
• Excellent! A Must-have! 28 October, 2008
Great book. Very consistent with their previous books and full of exemples that corroborate with the ideas.
- Reviewed by customer ID: A1L047SE6DX4J0
• 22 Immutable Laws Of Branding Review 09 November, 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.
- Reviewed by customer ID: A2M0MOP0CO5RUT
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