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As it becomes increasingly associated with impressive corporate gains realized in recent years by companies ranging from FedEx and Rolex to Starbucks 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 program. 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 these and other 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 --This text refers to an out of print or unavailable edition of this title.
"Al Ries demonstrates that marketers need two skills: building a brand and keeping it alive. Through stellar company profiles and keen insights, this book will show them how, whether they're entrepreneurs or seasoned veterans." -- Philip Kotler, Professor of International Marketing, J.L. Kellogg Graduate School of Management, Northwestern University
"Al Ries's laws of marketing turned my software company into a worldwide brand and the dominant player in a whole new software category. Anyone looking to market their company successfully has to read The 22 Immutable Laws of Branding." -- Patrick M. Sullivan, CEO, SalesLogix
"I could only wish that I'd had access to this book at the start of my career, the insights it provides are indispensable to anyone seeking to build their business into a recognized brand." -- Philip J. Romano, CEO, Romano Enterprises
"This book is like a synthesizer. Using an impressive list of the world's best-known brands, it fine tunes the art of branding to its optimum levels, enabling you to make the right marketing decisions with utmost confidence." -- Scott Kay, CEO, Scott Kay Inc. --This text refers to an out of print or unavailable edition of this title.See all Editorial Reviews
It had wear just like the seller said it would. Very useable though, not like I need new and shiny to learn what I have to. Read morePublished 17 days ago by Sam
truly terrible. Some advice is fine, but MOST of it is based off bad examples where they're only seeing what they want to see (examples of ford & Levi's early on are WAY WRONG! Read morePublished 1 month ago by AshM
One of my top 3 marketing books ever! Still relevant after all these years. Many Brand Managers should tattoo a few quotes on their forearms before to go to their next meeting.Published 1 month ago by Chrisitan De Rivel
So far it's been a fantastic read and very informative. It's made me rethink a lot about my business and I've made several changes with how I market. Read morePublished 1 month ago by brian mendes
Absolutely excellent data. If you are going to sell anything to anyone you need to read this book.Published 1 month ago by NewYorkCity
Many points are accurate and interesting but some others are SOOOO outdated...
For example the book says:
- Google failed in the Internet search engine business... Read more
Great book about the core laws of branding. The internet stuff is outdated though.Published 3 months ago by Pink