Read The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand by Al Ries Laura Ries Online


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 gurThis 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....

Title : The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
Author :
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ISBN : 9780060007737
Format Type : Paperback
Number of Pages : 272 Pages
Status : Available For Download
Last checked : 21 Minutes ago!

The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand Reviews

  • Loy Machedo
    2019-05-08 04:56

    I remember reading The 22 Immutable Laws of Marketing as a young man. And boy! was in absolute awe, aplomb and amazement for these two writers!Their wisdom, their wit and their wonderful research was something I never ever forgot.It was a book worthy of my respect for a life time to come.Fast forward to the here and now.....I spot this book at a leading book store.I grab the book.After all those childhood memories, I am prepared to devour this book as I know it will bless my soul that yearns for wisdom, knowledge and new found information.After reading a few pages, I got chocked.I couldn’t breath.And then I puked my guts out.Could it ever be possible that the same legends whom I once adored wrote such an atrocious & unforgivable book?Let me break it down for you.The book is divided into 2 sections.1) The 22 immutable Laws of Branding2) The 11 Immutable Laws of Internet BrandingSome of the examples cited in the 22 Immutable Laws of Branding are:Kodak Video CassettesIntel 4004 – The world’s first microprocessorMalboro as a Lady’s CigarettePschitt! – The French LemonadeKMX – The ‘recently’ introduced energy drink by Coca-colaEr… you by any chance remember any of these?Or are these people from the pre-historic dinosaur era?And then can you believe there is no mention of Apple? Google? Or the Ultimate Fighting Championships?And then if you cautiously move to the next section, the 11 immutable Laws of Internet Branding, it will baffle you even more.MP3 are predicted to become ‘outdated’The Internet is predicted never to be a replacement for entertainment.Yahoo! is mentioned as a success story and the world’s biggest search engineThe prediction that a phone, music player, internet provider & video player will be doomed to failure!!!Yes, folks!These were the writers I used to once admire!This was the great wisdom of my once upon a time heroes.This was the what I thought would be the ‘wow’ factor for the year.(I presume I have grown a lot since being so gullible)While there are some tiny morsels of wisdom left gasping for air in a few pages, the reminder of this book is obnoxiously outdated, horrible disfigured and pathetically out-of-order.Reading this book will leave you with the foul stench up your nostrils and a bad….very bad taste in your mouth.Honestly, this book should be removed from the shelves of every book store if Ries & Ries want to save their legacy.Overall, for a book that hasn’t been updated and does not respect the intellect of its readers, given all the errors and outdated information, I would sincerely and sadly give this book a 2 out of 10.

  • Charlie Tembresa
    2019-05-22 04:11

    Truth to tell, there isn’t really 22 laws but just 2 laws. The first law is to maintain uniqueness, remain focus with your message by being consistent, and don’t muddle your message by trying to become “everything” to everyone. The second law is that a 100% domination of the market is impossible because not everybody has the same need and thus wouldn’t equally appeal to your brand message and purchase your product. If you get 50% + 1 market share, be happy and move on and create another brand. The remaining 20 laws are just rewording of the 2 basic laws. If you have too much time to kill, be my guess and read the book. It ain’t a boring read anyway just repetitive.

  • Stephen Cheng
    2019-05-06 21:48

    It's fun reading in the sense that People magazine can be fun reading. If you're wondering how companies view their brands, it gives a good overview in an easily digestible style. Some of the conclusions can range from eye-rolling to simply laugh-out-loud in the sense that if all you have is a branding hammer, then everything looks like a branding nail. Similarly, some of the predictions in here were proven to be totally off, but that's the nature of predictions in general. I guess it'd be more tolerable if not for the annoyingly certain tone of the reasoning, but I suppose that's what sells these types of books.

  • David Boctor
    2019-05-03 00:06

    11 chapters of genius followed by 11 chapters of not geniusthe first part of the book gives great insight into human psychology. if you're launching a new product or struggling with growth it's worth a read. The following 11 chapters, however, reveal that the authors are not prescient. in my opinion, the authors fail to recognize the inevitable consequence of their prescribed strategy. namely, the inevitable fatigue that will occur from an excessive choice of brands. years have passed this book was first printed and we can now begin to see that consumers show an affinity for some brands that offer fully integrated solutions (ie the book is an excellent crash course on branding. I highly recommend it.

  • Chad Warner
    2019-05-22 01:06

    Powerful branding advice. It's easy to see why this is a branding classic. It's more applicable to big (national or international) businesses than small ones. The examples are of Fortune 500 companies. But, most of the branding laws apply even to small businesses. Some of the laws overlap and repeat. I questioned some of the examples, because the authors seem to overemphasize the importance of branding in the success or failure of the companies, and they overlook the many other factors that contributed to their success or failure.The laws go against a company's natural desire to expand its brand into a wide range of products and even other categories. The authors point out that doing so dilutes the brand. According to the authors, a brand is a singular idea that you own in the prospect's mind. Even better is if that idea can be represented by a single word, such as how Volvo owns "safety." The authors say that limiting your brand is the essence of branding; a brand must stand for something simple and narrow.The authors say that the most useful aspect of branding is creating a new category, not increasing market share. They advise narrowing your focus dramatically, and creating a new category. They say, "Ask not what percentage of an existing market your brand can achieve, ask how large a market your brand can create by narrowing its focus and owning a word in the mind." I read this because I'm revisiting the branding of my web agency, OptimWise. I googled for the best branding books, and this one bubbled to the surface.Notes1. The Law of Expansion: The power of a brand is inversely proportional to its scope.Limit the number of products you sell under a brand. Chevy should have stuck with fewer models.2. The Law of Contraction: A brand becomes stronger when you narrow its focus.Starbucks narrowed to coffee, Subway to sub sandwiches. A narrow focus makes it easier to dominate a category.Once companies become successful, they expand their brands, but they had narrow brands to become successful.3. The Law of Publicity: The birth of a brand is achieved with publicity, not advertising.The birth of a brand is achieved with publicity, not advertising. Advertising can maintain a high-flying brand, but generally won't launch one.A new brand must be capable of generating favorable publicity in the media. Best way is by being first brand in a new category.What others say about your brand is more powerful than what you say about yourself, which is why publicity is more powerful than advertising.High-tech companies especially are launched through publicity, not advertising.4. The Law of Advertising: Once born, a brand needs advertising to stay healthy.Phase 1: intro of new category (requires publicity)Phase 2: rise of company that pioneered new category (requires advertising)Advertise your brand leadership (that you are number one in your category); it's the most motivating factor in customer behavior.People don't believe the claim that "Our product is better." But if you say, "Our product is the leader," people think it must be better than competition.Advertising may not pay for itself, but it raises the price of admission, making it harder for competitors to steal your market share.5. The Law of the Word: A brand should strive to own a word in the mind of the consumer.Mercedes owns "prestige." Volvo owns "safety."Once you own a word, it becomes nearly impossible for a competitor to steal it, even if they become a better match for the word.You can't become the generic (e.g., Kleenex for facial tissue) by overtaking the leader. You can only do it by being first and establishing the category.If you weren't first in category, create a new category by narrowing focus. Prego focused on thick spaghetti sauce to win market share from Ragu, leader in spaghetti sauce.To brand a prestige product, you need to make your product/service more expensive than competition, and find a code word for prestige (e.g., "engineered like no other car in the world.").The most successful brands kept a narrow focus and expanded the category, rather than expanding their name into other categories."Ask not what percentage of an existing market your brand can achieve, ask how large a market your brand can create by narrowing its focus and owning a word in the mind." 6. The Law of Credentials: The crucial ingredient to the success of any brand is its claim to authenticity.Customers disbelieve most product claims, but they believe claim to authenticity ("it's the real thing").Customers tend to believe product claims only when they're closely related to the brand's credentials (what the brand "knows" or is known for).No matter how small the category, focus on becoming leader. Don't simply sell benefits of category.7. The Law of Quality: Quality is important to have, but brands are not built by quality alone."There is almost no correlation between success in the marketplace and success in comparative testing of brands."Perception of quality is more important than actual quality. Best way to build perception of quality is building your brand.Having better name (reputation) than competition builds perception of quality. Specialists have stronger names than generalists.High price also builds perception of quality.8. The Law of the Category: A leading brand should promote the category, not the brand.Most efficient, productive, useful aspect of branding is creating a new category, not increasing market share. Narrow the focus to nothing, and create a new category.To build brand in non-existent category, launch brand in way that creates perception that brand was first, leader, pioneer, or original. Use one of these words to describe brand. Promote new category.9. The Law of the Name: In the long run a brand is nothing more than a name.Narrow focus to a slice of market. Then make your brand name stand for the category (the generic effect) and expand category by promoting benefits of category, not brand. Domino's promoted home pizza delivery, not its own name.10. The Law of Extensions: The easiest way to destroy a brand is to put its name on everything.Before launch, ask yourself what customers will think of current brand. E.g., Diet Pepsi means Pepsi isn't healthy.If market is moving out from under you, stay where you are and launch a second brand. Otherwise, just continue building your brand.11. The Law of Fellowship: In order to build the category, a branch should welcome other brands.Dominant brand should welcome competitors. Choice stimulates demand, because customers become more aware of category. Customers feel better about a category that contains choices.Similar businesses benefit from each other (e.g., car dealerships, fast food). They attract more customers, customers like comparison shopping, and businesses can learn from each other.12. The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name.Generic names disappear into the ether. Only brand names register in the mind. "Microsoft" is better than "Security Software Systems."You don't need to invent a word. You can find a regular word taken out of context and used to connote primary attribute of brand. E.g., Blockbuster Video.Lexus is made from word "luxury." Staples used name of specific office product, which also means "essentials." Intel cut generic "intelligent" in half.13. The Law of the Company: Brands are brands. Companies are companies. There is a difference.Brand name should always take precedence over company name. Consumers by brands, not companies.Use the company name as the brand name, unless there are compelling reasons not to.If you must include company name on product or package, make it less noticeable than brand name.14. The Law of Subbrands: What branding builds, subbranding can destroy.A brand can be marketed in more than one model as long as they don't detract from the essence of the brand (singular idea that sets it apart from other brands in the consumer's mind).15. The Law of Siblings: There is a time and place to launch a second brand.Make each brand unique, with his own identity. Don't give them a family look or identity. Time Inc. has Time, Fortune, Sports Illustrated, etc.Launch a subbrand only when you can create a new category.16. The Law of Shape: A brand’s logotype should be designed to fit the eyes. Both eyes."A logotype should have the same shape as a windshield, roughly 2 1/4 units wide and 1 unit high."Typeface of logotype barely matters; the words, and legibility, do. Logotype, trademark, or visual symbol also overrated; meaning is in words.17. The Law of Color: A brand should use a color that is the opposite of its major competitor's.It's more important to create a separate brand identity than to use the right symbolic color. 18. The Law of Borders: There are no barriers to global branding. A brand should know no borders.19. The Law of Consistency: A brand is not built overnight. Success is measured in decades, not years.Markets may change, but brands shouldn't, ever. They may be bent slightly or given a new slant, but their essential characteristics (once firmly in the consumer's mind) should never change. Coca-Cola shouldn't market beer. A French restaurant shouldn't serve fajitas. Little Caesars should have stuck with two-for-price-of-one takeout. KFC should stick with fried chicken.Beware question, "Why should we limit ourselves?" Limiting your brand is the essence of branding. Brand must stand for something simple and narrow.20. The Law of Change: Brands can be changed, but only infrequently and only very carefully.When changing brand is feasible:Brand is weak or non-existent in customers' minds.To move brand down food chain (lower price).Brand is in slow-moving field and change will take long time.21. The Law of Mortality: No brand will live forever. Euthanasia is often the best solution.When it's time for a brand to die (due to market shifts), don't resist it. Put money into new brand, not into prolonging dying one.22. The Law of Singularity: The most important aspect of a brand is its single-mindedness.A brand is a singular idea that you own in the prospect's mind. It's a proper noun that can be used in place of a common word.

  • Claire Ragin
    2019-05-11 01:04

    I am very skeptical about calling these concepts "laws" rather than "ideas that are important to consider but are far from immutable". For instance, saying that Bud Light is not a brand, and that it weakens the Bud brand...without looking at the potential loss of market share if they didn't have a dog in a competitive new race. They would probably say that Apple's iPod and iTunes were bad ideas. They don't seem to consider aspects of business *other* than branding. And the internet section is so off-base that it's a hoot to read.

  • Mark
    2019-04-28 03:59

    As we are starting a new business I found this book to be very valuable to insure we defined our new company in the marketplace.

  • Vinoth Srinivasan
    2019-05-17 02:54

    Do's and Don't of building a brand. Gives a fulfilled insights on Branding.

  • Ryan Musante
    2019-05-25 02:48

    A lightning quick glimpse at some simple, and profound concepts in the world of Branding. The book is clear and concise throughout, and written in plain English. The author presents a new concept per chapter, and provides tons of real-world examples of companies carrying out various branding plans. Although written in 1998, the ideas are timeless, and can still be seen at play in modern businesses. The author is astute in his analysis of the branding strategies that he touches upon, and extremely trenchant in underlining the significance of those strategies. As a side note, it's interesting to see how some of the companies mentioned in this book have pivoted in the decades since. In any event, this is definitely a solid read for those interested in the subject of Branding. Tons of knowledge in one, tiny book.

  • Omar M. Khateeb
    2019-05-08 04:46

    Al Ries is the father of brand positioning, so when he and his daughter came out with this book I had to get. IIt builds on some of the foundation found in the immutable laws of marketing, but it adds a new dynamic with pictures and cases studies. I have used this book (and the case studies) to deploy strategies and also educate clients about why we take certain routes for their marketing. One example is that the birth of a brand happens through publicity/PR, and the rise of it and protection of position is accomplished through marketing. Definitely a classic to have.

  • Tony
    2019-05-05 03:57

    A good book, a bit old, it has some dated examples, but it's still good, very objective and to the point, I realize how many things influence a brands feel, being a designer of course I didn't like the part where it talks about logotypes being more effective if they are words and not images, it uses mobil as an example but being honest mobil is one of those logos that look really old but it's just there so you accept it, it's not because "it transcended the test of time". Still good book. Recommend it.

  • Alan Wang
    2019-05-09 23:09

    Useful read. Offers a nuanced perspective as opposed to generic information.1. The Law of Expansion - the power of a brand is inversely proportional to its scope2. The Law of Contraction - a brand becomes stronger when you narrow its focus. Limit line extensions3. The Law of Publicity - the birth of a brand (startup phase) is achieved with publicity, NOT advertising4. The Law of Advertising - once born, a brand needs advertising to stay healthy. Don't say you have a "better" product because consumers think "that's what they all say." Say that yours is the "leader" in the category5. The Law of the Word - a brand should strive to own a word in the mind of the consumer. Component of mindshare branding. Douglas Holt argues this form of branding is inferior to cultural branding. 6. The Law of Credentials - the crucial ingredient in the success of any brand is its claim to authenticity. Consumers of dubious of people claiming to be experts. Leadership is the most direct way to establish credentials, and best way to gain leadership as a new brand is to create a new category. 7. The Law of Quality - quality is important, but brands are not built by quality alone. They are built by the PERCEPTION of quality8. The Law of the Category - a leading brand should promote the category, not the brand. Consumers don't think they need a particular brand, they think a certain type of product and service (the category) then make purchase accordingly. Don't expect to sustain more than 50% market share of a category9. The Law of the Name - in the long run a brand is nothing more than a name. In the short term a brand needs a unique idea or concept to survive. This is weakness of conglomerate brands like Mitsubishi, Mitsui, and Hyundai. They are stretched so thin and involved in so many industries using the same name that they are making everything except money.10. The Law of Extensions - the easiest way to destroy a brand is to put its name on everything. Many times doing this will weaken your core product (example - Campbell's Healthy Request soup. So is Campbell's regular soup not healthy?)11. The Law of Fellowship - in order to build the category, a brand should welcome other brands. Usually the best is for 2 major competitors to exist in each category, and the competition will drive publicity of the whole category. As an aside - best location for Burger King franchise is nearby a McDonald's restaurant because it attracts people with interest in fast food to the same location. 12. The Law of the Generic - one of the fastest routes to failure is giving a brand a generic name. Some companies (General Electric, General Motors) are still successful but this is in spite of their name. They were the first in their respective marketplace. At that time the market was full of commodities so big, generic names were used to differentiate against smaller competitors. Today in the long tail economy, things are very different.13. The Law of the Company - Brands are brands, companies are companies. The brand itself should be focus of consumer's attention (like Tide by P&G). If company name must be used, make sure it is presented in a secondary position. 14. The Law of Sub-brands - what branding builds, sub-branding can destroy. Create a new name and brand instead of stretching your existing brand into a different market where it will be at a disadvantage and drag down perception of the original product.15. The Law of Siblings - sometimes a second brand (in same category) can strengthen a company's market share. Make sure each sibling brand has unique name and identity, and caters to different target market within the same category. Best would be to choose a single attribute to segment (often this is price)16. The Law of Shape - a brand's logo should be designed to fit the eyes. This means optimally it should be horizontal shape 1 unit tall and 2.25 units wide. Use legible font and make sure to show the brand name (as opposed to just a symbol or design)17. The Law of Color - a brand should use a color that is the opposite of its major competitors 18. The Law of Borders - there are no barriers to global branding. Make sure the brand name works when read in English. 19. The Law of Consistency - a brand is not built overnight. Success is measured in decades, not years. Do not deviate from core identity because you're bored, or because you have the resources to, or even because the market is moving in a different direction. To follow the market, create a new brand if need be. 20. The Law of Change - brands should only be changed if it's weak or nonexistent in the mind, if you want to move your brand lower on value chain (this is still tricky but definitely better than trying to move up the value chain i.e. create a luxury extension of a bargain brand), and your brand is in a slow-moving field and change is going to be gradual. 21. The Law of Mortality - no brand will live forever. Just like life. If the market is moving in a new direction, often times you need a new brand to be a winner. 22. The Law of Singularity - the most important aspect of a brand is its single-mindedness.*Caveat - keep in mind the authors were marketing consultants who mainly worked for large Fortune 500 clients. Their advice may not perfectly apply to start up, small brands. Also, this book was written back in 1998

  • Christian Jespersen
    2019-05-10 02:46

    I listened to this book the day after I listenend to the 22 immutable laws of marketing for the second time. There are naturally a lot of overlapping between those those books. However, I do find the simplicity and the examples of the the books excellent. Together they are cementing are great understanding of marketing. There are many take-aways from this book.

  • Jeremiah Ross
    2019-05-10 00:55

    they get a star for providing the corp vs consumer psychology of mega, super, and sub-brands; and a second for attempting to briefly discuss the historic pofitabilty of various strategies. The remainder of the book DID NOT AGE WELL

  • Michelle Falk
    2019-05-14 21:08

    Changed everything. I learned so much from this. Lots of what is said, you will have heard before but it's very well laid out and explained here.

  • Laurent Destrooper
    2019-04-27 04:51

    Brilliantly simple

  • Robert
    2019-05-07 02:05

    The last 11 chapters about internet are really painful to read in 2016. Almost all predictions were wrong

  • Long Tùng
    2019-05-08 01:46

    Ries dự đoán sai rất nhiều, nhưng điều thú vị là vẫn có thể học được rất nhiều từ những điều sai lầm này. Quyền sách nên đọc nhiều lần.

  • Aaron Slack
    2019-04-26 02:09

    A bit dated now (example: anything that mentions Amazon is basically wrong), but still well-worth reading.

  • Calin Biris
    2019-05-18 21:46

    O carte scurtă și la obiect, care explică principiile de branding și poziționare.

  • Ricardo Herrera
    2019-05-10 02:16

    Great book with key principals of branding. A great start for those looking to start a business or brand a product.

  • Mernoosh
    2019-05-21 21:10

    The book has simple but good to consider points and visions.

  • Edgar
    2019-05-12 21:09

    Good primer on what goes into good branding. Recommend.

  • Dani
    2019-05-24 21:00

    This book has a lot of worthwhile examples of how to brand and scope your product. In summary, a decent product with an excellent marketing strategy will succeed, whereas a great product with a confusing product name will flounder. The first part of the book is very valuable, pick a unique name, clearly define market space to dominate, once you are known for something don't stray from that. Volkswagen made small cars, Little Caesars was know for buy one get one free - "pizza pizza", etc. The second part discusses the internet is dated and quite humorous. Also the reason why I rated this book a 3 instead of a 4. This is a perfect example of how predictions can be well thought out and still turn out dreadfully wrong. Here are a few bad predictions: "The Internet will be the first new medium that will not be dominated by advertising","Amazon should stay focused on books and music". There is a discussion on how technologies don't converge, they diverge, the author had a point but missed the mark. I agree, new technologies diverge, but as they move through the technology adoption lifecycle - from the early adopters to the late majority/laggards they then converge because by the time everyone has the the capability it is EXPECTED and thus developers have to bake it in. For example, once everyone had a cell phone, an ipod, and a gps for the car - now it is expected that your phone include all those capabilities and more.

  • Adam Wiggins
    2019-05-23 01:58

    Short and readable manifesto on branding.Examples of great brands, according to the author: Coca-Cola, Kleenex, Jell-O, Band-Aid, Rollerblade, Rolex, Lexus, BMW, FedEx, Kodak, Nintendo, Tide, Heinz, Visa, Goodyear, Zippo.Some qualities of such brands:- Has a simple, memorable proper name versus a longer and more descriptive generic name (good: "Tide" bad: "Protor & Gamble Home Laundry Detergent"; good: "Microsoft" bad: "International Business Machines")- Describes what's in the box ("I'll have a Coke" "I drive a BMW" "let's play Nintendo") or what you can do with it ("FedEx me that document" "Google it")- Stands for ONE thing (FedEx = overnight, BMW = ultimate driving machine, Kodak = film) and does not deviate from that, ever- Never confuses the company identity with the brand ("Microsoft Word" is a questionable brand because of the competition with the corporate identity, "Excel" is much better)- Authenticity by being the first, the best, the leader, the original (think Coke's "the real thing" or Heinz as "America's favorite ketchup")

  • Manda
    2019-05-08 04:05

    "The 22 Immutable Laws of Branding" was primarily written by Laura Ries - Al Ries was a co-author on the book. I rank this book a solid 3-star book because the insights / examples provided far outweigh any concerns / problems I found with the book. This book caused me to look at advertising / marketing from a different perspective in my daily life.I liked "The 22 Immutable Laws of Branding" for the following reasons:It flat out states the importance of marketing & branding, which is important to separate in the readers' mind before beginning any campaign. As they state "Marketing is building a brand in the mind of the prospect. If you can build a powerful brand you will have a powerful marketing program. 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."They discuss how businesses must get inside a consumer's mind (AKA positioning) to win the war over other products. Volvo = safety, BMW = Ultimate Driving Machine, Mercedes = prestige, Toyota = Reliability, Ford = ?, Chevy = ?. The Ries' clearly spell out an excellent reason as to why the U.S. auto manufacturers are getting killed.The book illustrates, as did the 22 Immutable Laws of Marketing, how companies dilute their brands through line extensions. I was particularly interested in this discussion because it directly relates to who I work for right now. They point out the increasing importance of PR (public relations) compared to advertising. Basically, PR launches a product and advertising gives it life support is their main assertion.I disliked The 22 Immutable Laws of Branding for the following reasons:The Ries' call it like they see it. Excellent examples of marketing / advertising stupidity / effectiveness are provided. Yet, some of the examples provide clearly refute other examples provided. On page 100 they state "the Mustang and former CEO of Chrysler Corporation (two powerful brand names.) In prior examples the authors clearly state that the brand is the maker of the company. Volvo = safety, BMW = driving machine, etc (you will find such features in all their vehicles -maybe not in Volvos convertible.) What does Chrysler stand for again? Minivans? It's not readily apparent in their previous or most recent advertisements.I would recommend this book in tandem with several others. It's a short read, perhaps two-three hours of one's time, so it is more of a primer than an in-depth encyclopedia. Additionally, it was first published in 2002, and so many of the "laws" with respect to the internet are now outdated.

  • Chris
    2019-05-22 21:14

    If you ever wanted to know the rules that will help keep your company and product afloat then this is the book to read. The author, Al Ries, has written these laws for anyone in business, from entrepreneur to corporate exes, to follow and learn from. The nice thing about the format of this book is that he gives nice examples of companies that have followed this law and companies that have not, and what those consequences are for each. If you ever wanted to know which is the best method for getting your brand name out there, he explains which method is it, and suffice it to say, it has nothing to do with advertising in the beginning. The formart of this book make it a quick read for anyone who is busy but still able to remember and understand what he said. The trouble with most books on marketing is that they are so convoluted with information that is gets either boring or hard to keep up with all the terms and concepts. In this book, each chapter is written about one law and then examples are given with well known brands to help you follow, plus the chapters are short, like three or four pages.Al Ries understood the importance of making his laws memorable by making each chapter short, otherwise you risk losing your audience to a bunch of jargon. This is another point he discuesses in this book about your marketing message, you want it to be clear and concise and able for someone to remember it years down the road. So if marketing or advertising is something your interested in or you are able to start your own company and want a crash course in this stuff then this book will help you get started. All his other books are all the leading books in the field of marketing and advertising so he has set the rules for what most marketing courses in college cover today.

  • Paula Kramer
    2019-05-10 23:07

    I had to force myself to finish this one. It was about some people going on a trip and all the things that happened to them. There was no action and I found it slow moving with no character development. It sure wasn't my kind of book. Glad that one is over!!!

  • Gerhard Peters
    2019-04-27 00:10

    I found this book good but it is a bit outdated. It was written in 2002 and some of the companies profiled have vanished or are not in the top position anymore. Google is not mentioned in the book, which makes sense because Google really only took of from 2002 to 2004. Although I gained excellent insight for brand building from the book I disagree with some aspects. The authors state that internet search engines will decline in importance. They believe that people will have a natural tendency to remember websites. Google has proven them wrong already and I believe search engines will become an ever more significant part for web users. Who does not use a search engine on the web today? The most insightful chapter for me is the Law of Publicity. The authors argue that advertising does not work any more, except for brand maintenance. They say, _We live in an overcommunicated society, where each of us gets hit with hundreds of commercial messages daily. Today brands are born, not made. A new brand must be capable of generating favorable publicity in the media or it won_t have a chance in the marketplace._ If you are interested in branding I would say it a must read. If not, read it anyways and if you are a believer in advertising you will change your mind.

  • Puja
    2019-04-29 01:55

    I was introduced to this invaluable and concise book by Bill Anderson, professor at my alma mater (Emerson College, Boston), as a requisite for the Brand Management course I took. Long after I graduated, I found myself coming back to these pages to remind myself of the simple but effective laws prescribed in the book. I'm no longer working in marketing and business development, and the book is sitting in some cupboard, untouched for a long time. But I believe that understanding branding is important and helpful for many professions, not just marketing and sales. So I'm sure I'll end up referring to it again at some point. Whether or not you agree to labeling the guidelines as 'laws', you will definitely find this work of the Ries duo useful. The learning is transferable to most businesses or careers. Ofcourse, there are umpteen free resources on the Internet today, but there's something comforting about picking up this book with rules - it sticks with you.