 
|
|
Paperback
Publisher: Harper Paperbacks
ISBN13: 9780060007737
Condition: NEW
Notes: Brand New from Publisher. No Remainder Mark.
Click here to view our Condition Guide and Shipping Prices
This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet BrandingSmart 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.
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
| Customer Reviews: |
|
| |
| Authors think Amazon is Amazon b/c of "branding" |
| Customer Rating: 1 out of 5 |
 |
|
I only made it through about 30 pages before I decided it wasn't worth my time. I earnestly started and read probably 10-12 pages and, after several WTF moments, I skipped to the next chapter. After more WTF moments I started flipping around and eventually just decided to quit reading it.
The main problem I had is that, early on, it becomes clear that the authors think Coca Cola/Amazon/Wal-Mart are so great because of branding. In truth these companies are so great because they have mastered something that people want and can't get anywhere else. Branding is part of it, yes, but the sweeping statements in this book about how the reason you know who Amazon is is due to their branding are just wrong; we know who Amazon is because they became the best at what they do.\
Later in the book the authors decide that the book's subject matter isn't about branding but rather is about business advice. Just a really weird book. Read the other reviews and make your own decision.
|
| Should be required reading for Execs and MBA students |
| Customer Rating: 5 out of 5 |
 |
|
This book is an incredibly easy read - you can read it in one day. That doesn't diminish the value at all - this should be required reading for every executive - because most execs are branding idiots. The 22 laws are all backed up with solid examples using well-known brands, so there is a great amount of credibility and it generates a lot of food for thought. This isn't the first branding book I've read, and while I didn't agree with everything, I agree with 90% of it. And, if I could get the execs at my own company to follow 90% of the rules, we'd be a much better company.
|
| but |
| Customer Rating: 3 out of 5 |
 |
|
it was a good book but... i would have enjoyed more instructive format. however, the anecdotes and analogies make it interesting. it was literally a quick read.
|
| Dead on first half of the book... |
| Customer Rating: 4 out of 5 |
 |
|
This is a great book and excellent reminder of staying true and simple to your brand. Al Ries makes powerful case and point reviews in the first half. His Daughter Laura Ries led the second half of the book (included) with the "11 Immutable Laws of Internet Branding" which largely missed the boat (in hind sight)... and totally missed the call on convergance that has happened with smart phones like the iPhone and others.
But very reinforcing book on whole - what to do, and what not to do.
|
| Read BEFORE you start your new business. |
| Customer Rating: 5 out of 5 |
|
|
I've been involved in small business for decades. When friends, relatives, or business acquaintances tell me they are thinking about starting a new business, I always ask, "Have you read The 22 Immutable Laws?".
This book makes it crystal clear how, unless you don't mind swimming in a sea of "also-rans", you should think through how you want the world to classify your business -- because of the way humans process new information, we literally only get one chance to cement our product or service in the minds of the general public. The 22 Immutable Laws helps you get it right the first time.
|
|
