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The 22 Immutable Laws of Branding Paperback – September 17, 2002
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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.
“Indispensable to anyone seeking to build a business into a recognized brand.” (--Philip J. Romano, CEO, Romano Enterprises)
“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.” (--Philip Kotler, Professor of International Marketing, J.L. Kellogg Graduate School of Management, Northwestern University)
“Anyone looking to market their comapay successfully has to read The 22 Immutable Laws of Branding.” (--Patrick M. Sullivan, CEO, SalesLogix)
“Provides a worthwhile addition to the branding library. This book’s worth buying.” (--Atlanta Business Chronicle)
“If you want to...lasso consumers and burn brand identity into their minds, read this book.” (--Advertising Annual 1999)
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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 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.
For example, he says in "Law of Vanity" - he says that most brands that extends their product line will fail citing examples such as Amazon (books) and Apple (personal computers) but look at where they are now?
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