The 11 Immutable Laws of Internet Branding - Softcover

Ries, Al; Ries, Laura

3.26

254 ratings by Goodreads

9780006532477: The 11 Immutable Laws of Internet Branding

Softcover

ISBN 10: 0006532470 ISBN 13: 9780006532477

Publisher: HarperCollins Business, 2001

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Bestselling marketing guru Al Ries and his daughter and partner Laura divulge the revolutionary strategies needed to successfully build your company, product or service into a profitable brand using the internet.

The Internet is the first major new communication medium to be introduced since television and businesses ignore it at their peril. If the Internet is going to take its place alongside the other major media it will be because it expolits a powerful new attribute – interactivity. The Internet will make traditional forms of branding , such as conventional advertising, redundant. In order to succeed in branding on the net, the message to customers must be interactive. Al and Laura Ries examine this dilemma and explain how their other revolutionary principles can help your company to build a brand on the net.

Like the 22 Immutable Laws of Marketing and the 22 Immutable Laws of Branding, this will be a smart snappy read full of practical advice and marketing savvy. The authors will use anecdotes from their own consulting business with top companies to illustrate how Internet branding really works.

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Review:

Having what you think is the killer Web site up your sleeve might not be enough to make you the next dot com millionaire. Even if your idea has the potential to be a success, there are many hurdles at which it can fall, and one of them is branding. This relates not only to the name you choose for your site, but to its overall look and feel. Get these wrong, and you're doomed. This is the message of father and daughter partnership Al and Laura Reis, marketing gurus who have worked with some of the US's top companies. In this book they focus their attention on the Internet.

The book is divided into 11 chapters, each of which examines a particular "law" of Internet branding. Many of the laws concern what you decide to call your company. Do you make up a name that is entirely new? This book implies that would be a good strategy. Should you keep the name short, easy to spell, and stick to the letters a to z? Absolutely. Can you use your existing company name? Not always. Your company name is not your only branding issue. In a chapter titled The Law of Divergence the authors claim technologies tend to split into several new discrete ones, rather than converge as a "one size fits all" solution. The implication is that an Internet business can't succeed if it tries to do too many things.

It won't take you very long to read this book--it is written in an easy style and the authors make their points clearly, giving plenty of examples of real Web sites along the way. But spending a few hours on it could get your killer Web site over a couple of those hurdles. --Sandra Vogel

From the Back Cover:

"If the entrepreneurs behind Boo.com, the failed web business, had read this book, they might have saved themselves a lot of grief (and money)."
SUNDAY BUSINESS POST

"This book is a must-read for anyone involved in any way with business on the Internet."
SUPPLY MANAGEMENT

How do you build your company, product or service into a hot and profitable brand using the Internet?

'The 11 Immutable Laws of Internet branding' reveals the revolutionary strategies that create successful branding on the Net. Including:

Beciding whether the Internet is a business or a medium

Building interactivity into your site

Searching for the killer name no-one will forget

Using examples and anecdotes from their own consulting business with top brands, renowned marketing guru Al Ries and his daughter and business partner Laura demonstrate how Internet branding really works, who can benefit most from it, and where traditional marketing can still fit in.

Full of practical advice and marketing savvy, this smart and snappy read will be invaluable to marketers everywhere.

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