22 Immutable Laws of Branding - Hardcover

Ries, Al; Ries, Laura

3.89

3,553 ratings by Goodreads

9780002570459: 22 Immutable Laws of Branding

Hardcover

ISBN 10: 0002570459 ISBN 13: 9780002570459

Publisher: HarperCollins Business, 1999

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This is the definitive text on branding. The renowned marketing guru and bestselling author of The 22 Immutable Laws of Marketing demonstrates how to build any product or service into a world-class brand.

The only way to stand out in today’s – and tomorrow’s – cluttered marketplace is to build your product or service into a brand. Think Nike, Hoover, Xerox and Kleenex and you’re thinking brands in the biggest and most lucrative sense. Renowned marketing stragegist Al Ries and his partner Laura Ries share the 22 rules that reap the highest of rewards in this cut-throat environment, organized in an authoritative yet pithy book that can be read and digested in the course of an airplane journey.

E.g. �The Law of the Word – A brand should focus
on owning a word in the mind.
�The Law of Consistency – brands are not built
overnight.
�The Law of Change – Brands can be changed.
But be careful.

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Review:

As it becomes increasingly associated with impressive corporate gains realised in recent years by companies ranging from Virgin and Rolex to Daewoo 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 programme. 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 a number of 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, Amazon.com

Review:

‘Attacks the jargon of the marketing professional with common sense. Independent

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