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The 22 Immutable Laws of Branding Paperback – September 17, 2002
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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 text refers to the Audio CD edition.
“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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Top Customer Reviews
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.
It is a common problem for experts to think they are also experts in predicting the future I guess, but really...
"The Internet will be the first new medium that will not be dominated by advertising" laughable
"Amazon should stay focused on books and music"
"Yahoo is in no danger because it has a powerful dominant position in the portal category" hear that Google
"The PC, the Internet and TV will combine? It will never happen" LOL
"We won't have our palm pilot, phone and CD in one...Technologies don't converge, they diverge" tell that to my IPhone.
Of course hindsight is 20/20 vision and all that, but like I said the first part of the book is about being able to predict whether your brand will be successful and now I am doubting all that possibly good information
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.