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The 22 Immutable Laws of Branding

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Description

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. Read more

Publisher ‏ : ‎ Harper Business; First Edition (September 1, 2002)


Language ‏ : ‎ English


Paperback ‏ : ‎ 272 pages


ISBN-10 ‏ : ‎ 7


ISBN-13 ‏ : ‎ 37


Item Weight ‏ : ‎ 2.31 pounds


Dimensions ‏ : ‎ 7.38 x 0.68 x 9.25 inches


Best Sellers Rank: #85,778 in Books (See Top 100 in Books) #23 in Market Research Business (Books) #80 in Advertising (Books) #293 in Sales & Selling (Books)


#23 in Market Research Business (Books):


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Top Amazon Reviews

    • A very great book that's both easy to read and very insightful! Highly recommend!
Man, what a true gem of a book there is when it comes to branding and core principles needed to build a great business. The 22 Immutable Laws of Branding and 11 Laws of Internet Branding is definitely a foundational book that any entrepreneur or aspiring entrepreneur must read along their journey. Al and Laura Ries do a great job of analyzing and simply explaining what it is that makes great brands stand out from generic ones. They highlight concepts and ideas that I hadn’t even thought of when it comes to certain brands and why I support some and not others. Not only does The 22 Immutable Laws provide great insight, but it is such an EASY read as well. I’m so surprised at how quickly I’ve been able to read and finish this book. That just goes to show the writing skill that Al and Laura possess along with their branding expertise. Very great book that will definitely be read again and again throughout my business and entrepreneurial journey. Highly recommend to any and all! ... show more
Reviewed in the United States on November 13, 2020 by Kindle Customer
    • A Fast, Fun, Worthwhile Read
This book contains the (infamous) 22 laws of branding according to Al Ries & Laura Ries. If you're looking for the Reader's Digest version of the message, here it is: * Be first (invent your own category). * Keep it simple and focused. * Don't extend the brand; expand its category. But really, why take my word for the book's message when it's such a fun read? The language is simple, and there are plenty of images. You can skim right through it, or take the time to review the examples he gives of how big brands did the right (or wrong) things and come up with your own counter-examples. This book isn't just for big brands; the 22 laws generally apply to smaller businesses too. They point out that you shouldn't necessarily do the same things big companies do to become successful, even the ones known for success with branding. If you want to get rich by doing what rich people do, what you'll get is broke. You have to do what rich people did before they got rich. Yes, big company branding is what they're still teaching in most business classes. Just say no if you're growing a smaller organization. The addition of The 11 Immutable Laws of Branding on the Internet turned out to be a disappointment. The problem is that the Internet is a fast-moving target, and the book was written a few years back (its copyright is 2002). When they say: The Internet will be the first new medium that will not be dominated by advertising... it's based on the way the Internet was then (remember bright flashing banner ads?) If the Internet isn't going to be dominated by advertising, you'd never know it by Google's advertising revenues. Advertising on the 'net is here to stay, and can be a key component of your marketing plan. Still, a great book, and a fun, fast, worthwhile read. I recommend it to anyone responsible for revenue growth. ... show more
Reviewed in the United States on March 15, 2008 by Luis Maimoni
    • Best book on branding I've read yet.
As a marketing professional with an advertising degree and fifteen years of experience, the more marketing I do, the more these "Immutable Laws of Branding" seem come into play. When I first read this book six or seven years ago, I thought, "Well, I understand and agree with most of the precepts, but not all of them." But, as I've managed marketing campaigns and projects over the years, whenever one wouldn't get the results I wanted (or expected), after going back and reviewing it, the issue oftentimes could be clearly tied back to the violation of at least a couple of the "laws." The biggest problem with the book isn't anything in the book itself. The biggest problem revolves around what most people think marketing and branding is or does (or should do). So, for the most part, even most professional marketers operate on their already understood beliefs about marketing. They take "common sense" approaches to solving branding problems (which are always unique) and then wonder why they didn't get the results they wanted. Common sense is just that, "COMMON." This book explains the importance of a brand being unique and singular in its focus. So, if you take common sense approaches to unique problems, you'll get an "average" result. To me, continually obtaining "average" results is a sure fire road to ultimate failure. So, I recommend this book for marketing and non-marketing professionals with a couple of caveats... Realize that this book is very, very focused on developing and managing a brand. It doesn't give you an economic model that tells you how to price your product or service, or how you should set up a distribution channel (but, if you fully grasp the concepts, it will give you ideas on how to make decisions like these). Most importantly, keep an open mind as you read and realize that many of the concepts in the book will absolutely be COUNTER-INTUITIVE. You will most likely flat out disagree some of them, but I would challenge you to read the book in its entirety and then, over time see if and how the "laws" apply. You may be pleasantly surprised over the years (just as I have been) and end up with this one being one of your favorite marketing books as well. ... show more
Reviewed in the United States on December 21, 2009 by O&G Marketing Manager

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