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Al Ries

Laura Ries

The 22 Immutable Laws of Branding Paperback – September 1, 2002

by Al Ries (Author), Laura Ries (Author)

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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.

Print length

272 pages
Language

English
Publication date

September 1, 2002
Dimensions

7.38 x 0.68 x 9.25 inches
ISBN-10

9780060007737
ISBN-13

978-0060007737
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Editorial Reviews

Review

“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

About the Author

Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.

Product details

ASIN ‏ : ‎ 0060007737
Publisher ‏ : ‎ Harper Business; 1st edition (September 1, 2002)
Language ‏ : ‎ English
Paperback ‏ : ‎ 272 pages
ISBN-10 ‏ : ‎ 9780060007737
ISBN-13 ‏ : ‎ 978-0060007737
Item Weight ‏ : ‎ 12.7 ounces
Dimensions ‏ : ‎ 7.38 x 0.68 x 9.25 inches

Best Sellers Rank: #34,339 in Books (See Top 100 in Books)
- #6 in Market Research Business (Books)
- #29 in Advertising (Books)
- #474 in Leadership & Motivation

Customer Reviews:
973 ratings

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Al Ries
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Al Ries is a legendary branding strategist, bestselling author and originator of the concept of Positioning.
In 1972, Al co-authored the now infamous three-part series of articles declaring the arrival of the Positioning Era in Advertising Age magazine. The concept of positioning revolutionized how people viewed advertising and marketing. Marketing was traditionally thought of as communications, but successful brands are those that find an open hole in the mind and then become the first to fill the hole with their brand name.
Since 1994, Al has run Ries & Ries, a consulting firm with his partner and media darling daughter Laura Ries. Together they consult with Fortune 500 companies on brand strategy and are the authors of five books which have been bestsellers around the world. They have traveled to over 60 countries from Chile to China and India to Indonesia teaching the fundamental principles of marketing.
When Advertising Age magazine choose the 75 most important ad moments of the last 75 years celebrating the publication's 75th anniversary. The emergence of positioning came in at number #56. Ad Age commented on how the concept remains just as relevant in today's environment, "The positioning era doesn't end. What became a part of the marketing lexicon in the early '70's holds its own in the textbooks of today."
Al currently writes a monthly marketing column for AdAge.com and appears on the RiesReport.com. Al's favorite activities include snorkeling, horseback riding and driving with the top down. He resides in Atlanta, Georgia, with his wife, Mary Lou.
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Laura Ries
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Laura Ries is a leading branding and marketing strategist, bestselling author and television personality.
For two decades, Laura has run Ries & Ries, a consulting firm with her partner, father and legendary Positioning pioneer Al Ries.
Together they consult with companies around the world on marketing strategy and are the authors of five books which have been international bestsellers. They have traveled to over 60 countries from Chile to China and India to Indonesia teaching the fundamental principles of brand building.
Laura is a frequent marketing analyst on major news programs from the O'Reilly Factor to Squawk Box. She regularly appears on Fox News, Fox Business, CNBC, CNN, Headline News ABC, CBS, PBS and is frequently quoted in the Wall Street Journal, New York Times, Advertising Age and others.
In 2009, the readers of Advertising Age voted Al's book Positioning as the best marketing book of all time with The 22 Immutable Laws of Branding by Al & Laura Ries coming in close behind in the number three spot.
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Customer reviews

5 star		79%
4 star		11%
3 star		7%
2 star		2%
1 star		2%

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Top reviews from the United States

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Britanya heaven

Run Dont walk !

Reviewed in the United States 🇺🇸 on December 3, 2022

Verified Purchase

This book is amazing, teaches a lot when it comes to business branding ❗️

Helpful

Michael A. Robson

Brilliant Ideas, but feels very dated. Ignore the 'predictions'.

Reviewed in the United States 🇺🇸 on December 8, 2011

Verified Purchase

What is a brand? Is it a name? A logo? A funky design or attitude? A brand is a symbol for an idea. More specifically, a brandname is a word that can be uttered in any country, in any `language' and mean the same thing. If a company is consistent and strong in repeating the same message over and over, in time, its brandname will become synonymous with an idea. If the company keeps changing its stripes, the name never catches on, and means nothing. McDonalds is about Family Food. Subway is about Fresh. Pepsi is about Fun

If you get really good at this, as a Brand Manager, and you create a brand new product and its name can describe an entire category. A few examples of unbeatable brandnames often mistaken for actual words:Xerox.Band-Aid.RollerBlade. Even the iPod for a time was the `placeholder' word that meant `Digital Music Player'.

Moreover, brands are not only synonymous with ideas, they're synonymous with colors. Again, this only works if, after decades of promotion, the company has been consistent:Coca Cola is Red. IBM is Blue. John Deere is Green

The list here is short, because frankly, many companies screw this up. They pick the wrong color. They don't pick a color. They pick two colors. Pepsi, though a very successful company, foolishly picked Red and Blue as their colors when going up against the Red of Coca Cola (the leader in the market). Obviously, they should have just gone with deep Blue. They figured it out eventually, but they're still stuck with a blue and red logo. Oops.

Not only are companies brands, but people are brands too:

How can a man or woman have a strong brand? Stephen King has a brand (though recently he's moved away from horror). Stanley Kubrick had one. So did Steve Jobs. Kobe Bryant and Lebron James have brands too (you have to actually have a brand before you can get paid to put it on a shoe or T-shirt, by the way). Anna Kournikova used to have a brand, but she doesn't play tennis anymore.

These are names. And these are people who at some point in their lives were the first at doing something. They found their niche and they excelled. They achieved tremendous success often at a young age.

And yes, People can have colors. In the latter half of his career, Steve Jobs was almost never seen (even by his family) without his signature black mock turtleneck. Remember Eminem's white T-shirt and dyed hair? Same thing. When Eminem went away from that, he largely went away from the spotlight. He's basically a producer now.

How do you build your corporate and personal brand? Surprisingly, it's not done with ads. In a bit of brilliant irony, most people watching TV (eg. Superbowl ads) assume that advertisements are trying to push a companies products and brands to growth. After all, don't we hear about a company for the first time, when their new product comes out?

No. Wrong. That might be what some short-lived companies are trying to do, but that's not possible. The only way to grow is through publicity. And how do you get publicity? How do you get in the New York Times and Financial Post? You get there by being the first and the best. Only when you've achieved something of this stature do you start advertising-not to grow marketshare, but to maintain marketshare you already have. Maybe that's why Amazon.com doesn't need to advertise. And up until recently, Microsoft Windows didn't need advertising either. How could these two companies advertise when they seemed to have no competitors?

So look at your own career right now: are you the best in the city at anything? Best in the Country? Best in the world? How can you be number 1 at something? Shrink your focus until you are number one.

So, how do you grow? By always being #1, not by growing so much beyond your niche that you're no longer number one. Read that last line again. Look at Amazon: they used to be the worlds biggest bookstore. Now they're calling themselves `Earth's Biggest Selection'. Kinda vague and...is it even true? Probably. But it also means now they're competing against... Wal-Mart. Was that the original Amazon brand? Buying clothes and electronics? No way. Amazon CEO Jeff Bezos is very smart, so he can probably pull it off, but it also leaves room for other companies to swoop in and focus on books. That's probably what the guys at Barnes and Noble are telling themselves.

Hopefully, you don't have to worry about competitors like Amazon. Hopefully you don't have to worry about what color their logo is, and what their market share is, because hopefully your company, your product (and your ideas and your personality) are so good that you don't have to own a current market, because you created a new one and own that.

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4 people found this helpful

Helpful

O&G Marketing Manager

Best book on branding I've read yet.

Reviewed in the United States 🇺🇸 on December 21, 2009

Verified Purchase

As a marketing professional with an advertising degree and fifteen years of experience, the more marketing I do, the more these "Immutable Laws of Branding" seem come into play. When I first read this book six or seven years ago, I thought, "Well, I understand and agree with most of the precepts, but not all of them." But, as I've managed marketing campaigns and projects over the years, whenever one wouldn't get the results I wanted (or expected), after going back and reviewing it, the issue oftentimes could be clearly tied back to the violation of at least a couple of the "laws."

The biggest problem with the book isn't anything in the book itself. The biggest problem revolves around what most people think marketing and branding is or does (or should do). So, for the most part, even most professional marketers operate on their already understood beliefs about marketing. They take "common sense" approaches to solving branding problems (which are always unique) and then wonder why they didn't get the results they wanted. Common sense is just that, "COMMON." This book explains the importance of a brand being unique and singular in its focus. So, if you take common sense approaches to unique problems, you'll get an "average" result. To me, continually obtaining "average" results is a sure fire road to ultimate failure.

So, I recommend this book for marketing and non-marketing professionals with a couple of caveats...

Realize that this book is very, very focused on developing and managing a brand. It doesn't give you an economic model that tells you how to price your product or service, or how you should set up a distribution channel (but, if you fully grasp the concepts, it will give you ideas on how to make decisions like these).

Most importantly, keep an open mind as you read and realize that many of the concepts in the book will absolutely be COUNTER-INTUITIVE. You will most likely flat out disagree some of them, but I would challenge you to read the book in its entirety and then, over time see if and how the "laws" apply. You may be pleasantly surprised over the years (just as I have been) and end up with this one being one of your favorite marketing books as well.

7 people found this helpful

Helpful

Kindle Customer

A very great book that's both easy to read and very insightful! Highly recommend!

Reviewed in the United States 🇺🇸 on November 13, 2020

Verified Purchase

Man, what a true gem of a book there is when it comes to branding and core principles needed to build a great business. The 22 Immutable Laws of Branding and 11 Laws of Internet Branding is definitely a foundational book that any entrepreneur or aspiring entrepreneur must read along their journey. Al and Laura Ries do a great job of analyzing and simply explaining what it is that makes great brands stand out from generic ones. They highlight concepts and ideas that I hadn’t even thought of when it comes to certain brands and why I support some and not others.

Not only does The 22 Immutable Laws provide great insight, but it is such an EASY read as well. I’m so surprised at how quickly I’ve been able to read and finish this book. That just goes to show the writing skill that Al and Laura possess along with their branding expertise. Very great book that will definitely be read again and again throughout my business and entrepreneurial journey. Highly recommend to any and all!

4 people found this helpful

Helpful

Top reviews from other countries

Paul Simister

Branding in terms of what the brand stands for

Reviewed in the United Kingdom 🇬🇧 on December 7, 2015

Verified Purchase

This is a no nonsense guide explaining how to build a brand for your business which attracts customers and increases sales and profits.

There is a big business branding issue that small companies shouldn't copy. I hate much of the advertising done by big businesses and the way that encourage small businesses to waste their money doing stuff which doesn't have a chance of working. How often have you watched TV adverts and wondered what it was all about and then struggled to remember the name, let alone any reason to buy that product instead of a competitor's.

Brand based advertising is too expensive for the majority of small businesses. However branding is one way a business can differentiate itself from competitors so I can't ignore the concept all together.

There are two aspects of branding:
1 - Brand awareness - how many people know the name.
2 - What the brand stands for.

Look at Ford. You know the name but what does it stand for other than "motor cars"? What image (if any) pops into your head when you hear the name? Its brand is spread too widely.

This book is all about the second issue, what your brand stands for. Name recognition isn't enough, except in extreme picking situations where you buy because you can't see any difference in the products but at least you know one name. The real aim of branding is to create a strong emotional connection with the customers so your brand means something to them.

This book, long considered a marketing classic, sends out a very clear message and is written in a way that's easy to read and simple to understand.

Its age may be a problem for you. This book was published well before we had Facebook, Twitter and the rest of the social media websites that have helped to increase the customer power of what a brand really means.

It won't tell you in detail how to create your own strong brand. You need another book for that. It will make it very clear what you're trying to do and what you must not do if your are going to create a brand which differentiates your business in a crowded marketplace.

About my book reviews - My goal is to help you to find the best business advice. I aim to be a tough reviewer because the main cost of a book is not the money to buy it but the time needed to read it and absorb the key messages. 4 stars means this is a good to very good book.

Paul Simister, a business coach who helps business owners who are stuck, get unstuck.

4 people found this helpful

Merita King

Not the book for authors wanting to build their brand

Reviewed in the United Kingdom 🇬🇧 on July 24, 2015

Verified Purchase

I purchased this book in an attempt to educate myself in how to build my brand as a science fiction novelist. This book is clearly laid out and written in language that anyone can understand. The sections are short and the main points, easy to remember. I feel however, that this book is more suited to someone within a more traditional company with a 'thing' to market. As an author/novelist, all but one of the sections could not be made to apply to me or my brand (which is my novels.) I was a little bored by the constant 'look what this company did, look what that company did" that fills each and every paragraph and it seems to me that this book is more of a history of branding rather than a how to book. The one section that can be applied to my books and my brand was a very helpful point, so for that I'm grateful and it is for this one point that I feel I can only award two stars.

2 people found this helpful

R de Bulat

excellent aide memoire

Reviewed in the United Kingdom 🇬🇧 on December 2, 2012

Verified Purchase

Okay, this book is not going to change your life: it sets out to do a simple task in a consistent and intelligent way and does so successfully, so 5 stars. Other books I have read recently have had the ability to help you change and re-focus your business; this book is a good product to keep beside them, to fill in the odd gap and to reitterate the point without having to delve into chapters of information. It is short and you could read it through in less than an hour and a half, but it is worth savouring and making a few notes along the way. This is the second book on branding I have purchased recently; the other longer and in more depth, but both books coincide to a remarkable extent which, to my mind, endorses this volume as a reliable textbook on the subject of branding. I value books such as these on what it teaches me and the extent to which it stimulates thought and generates ideas and/or knowledge. Branding is not something in which I am expert: I know a lot more about it as a result of reading this book and it has proved helpful. I am glad I bought it.

3 people found this helpful

Amazon Customer

great and useful stuff

Reviewed in the United Kingdom 🇬🇧 on April 15, 2022

Verified Purchase

The 22 laws are very interesting, simple and immediately useable whatever it is you’re branding. I lead a popular love band and reading this I can see where we have done well, what we should continue and what could be improved
Cheers!

Joanne Morley

Great little book on the essentials of branding

Reviewed in the United Kingdom 🇬🇧 on December 16, 2008

Verified Purchase

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:-)

One person found this helpful

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