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

The Immutable Laws of Branding How to Build a 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 Starbuck s Xerox and Kleenex and you re thinking brands in the

  • Title: The 22 Immutable Laws of Branding: How to Build a Product or Service Into a World-Class Brand
  • Author: Al Ries Laura Ries
  • ISBN: 9780887309373
  • Page: 320
  • Format: Hardcover
  • 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, Starbuck s, Xerox, and Kleenex, and you re thinking brands in the biggest and most lucrative sense In The 22 Immutable Laws of Branding, marketing guru Al Ries, together with Laura Ries, has put together the authoritative work on brThe 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, Starbuck s, Xerox, and Kleenex, and you re thinking brands in the biggest and most lucrative sense In The 22 Immutable Laws of Branding, marketing guru Al Ries, together with Laura Ries, has put together the authoritative work on brands and branding organized in a short, pithy book that can be read and digested in as brief a time as an airplane ride.

    One thought on “The 22 Immutable Laws of Branding: How to Build a Product or Service Into a World-Class Brand”

    1. 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 nowI 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 wisd [...]

    2. 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 anothe [...]

    3. 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 [...]

    4. 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 [...]

    5. 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 cont [...]

    6. 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 brandwithout 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 of [...]

    7. 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.

    8. 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 extremel [...]

    9. 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 [...]

    10. 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. Recomm [...]

    11. 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 cons [...]

    12. 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.

    13. 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

    14. 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.

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

    16. 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.

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

    18. 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 sec [...]

    19. 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 ha [...]

    20. "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 importan [...]

    21. 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 getti [...]

    22. 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!!!

    23. 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 [...]

    24. 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 impor [...]

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