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Showing 1-3 of 3 reviews(1 star, Verified Purchases). See all 219 reviews
on December 30, 2011
I'm surprised by the good reviews for this book. I've worked in advertising for 12 years, and I'm always picking up books to try to keep my thinking fresh and discover new ways of talking about my field with my clients and colleagues. I've found plenty of wisdom from books that (like this one) are targeted toward a beginner audience. But this book is just plain flat.

First of all, it provides only the most superficial and generic picture of the branding process, with few practical examples or applications (and even those that are included are afforded just a cursory glance). There is little practical advice for the average business (that is, any business that is NOT FedEx or or Volvo). The book's 22 chapters are not so much immutable laws as banal bumper stickers.

Chapters 16 and 17 (on logos and colors) particularly bother me. In fact, they are nothing but complete and utter bulls**t. The authors may know a thing or two about branding, but obviously have never developed a successful brand IDENTITY, unless by pure accident.

But the worst part of the book is that nearly half of its weight is taken up by the appended "11 Immutable Laws of Internet Branding"... which is split between needless rehashing of the same points covered in the original volume, and hopelessly outdated prognostications on what the Internet will someday become ("someday"... as in five years ago; the volume was published in 2002, and it shows).

However, "22 Immutable Laws" does offer a plethora of well-written, quotable sentences that will no doubt make you look smarter in a meeting. Here are the best, so you don't have to wade through the book yourself:

"What is a brand? A singular idea or concept that you own inside the mind of a prospect."

"Everything a company does can contribute to the brand-building process."

"You have to reduce the essense of your brand to a single thought or attribute."

"Think like a customer and your brand will become more successful."

"What you think of your brand doesn't matter. It's only what your customer thinks of it that matters."
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on February 18, 2015
Sad to say that this book was written based on anecdotal pontification about branding. There is nothing that you can glean from this book that isn't common sense. Very disappointed as I was hoping for some substantial writing with some degree of intellect. Look Elsewhere, its not in this book.
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on August 25, 2011
It was written in 2002 need I say more. Things have come a long way since then. Unless you are a big company developing a brand to compete on a level like Coke, Pepsi, McDonalds, etc. Save you self the time and get a different book
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