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The 22 Immutable Laws of Branding By Al RiesLaura Ries ( Collins Business )
Release Date: 2002-09
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List Price: $18.95
Price: $12.89
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Product Description
This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding Smart 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.
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Amazon.com Review
When you call a book The 22 Immutable Laws of Branding, you're pretty much ruling out Oprah's Book Club as potential buyers. (Not that Oprah herself isn't a terrific brand.) This is an audiobook for a narrow demographic: entrepreneurs, top managers, and public-relations directors. Coauthor Al Ries comes off like the eccentric genius that most of these managers keep in a basement office, only listening to when necessary. When he says, "The power of a brand is inversely proportional to its scope," and hectors managers with the idea that "customers want brands that are narrow in scope," you know he's right (he backs himself up with dozens of examples), and you know it's the last thing powerful, expansion-minded businesspeople want to hear. Coauthor Laura Ries, his daughter and marketing-firm partner, also reads sections. (Running time: 1.5 hours, one cassette) --Lou Schuler
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 22 Immutable Laws of Branding Review
Overall a great marketing/branding book for anyone wanting to get an overview of how it all works. They use classic, well-known examples that many professors cite constantly. If you have a background in marketing, it is a great refresher to remind you of the stuff you learned. As with all books, take from it what you can, and always challenge everything you read. But I read all of Al Reis' stuff, I think he is great.
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Excellent! A must-have!
Great book. Very consistent with their previous books and full of exemples that corroborate with the ideas.
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in plain english ( melamarus )
very easy to read, to the point...sometimes a little repetitive but that's ok...good for memorizing.
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Exciting Book ( kishoredharma )
This book is a classic. The language and content are so fresh you won't fail to be impressed even when you read it today.
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 Half of this book is good for beginners, the other half is dangerous. ( vahe74 )
There are two parts to this book. One part is pure common sense to anyone vaguely aware of what branding is, and an excellent guide for beginners. The other part is almost pure fiction.
The basics of branding are very well defined and explained through examples. Ideas are grouped under logical categories named "laws" (i.e., to be unconditionally obeyed?) whereas the concept of "pattern" (i.e., truths that apply most of the time in certain non-exclusive conditions) would have been more appropriate.
The following excerpt is very characteristic of the self-confidence this book displays: Because the eye focuses red light behind the retina, red light appears to move toward you. Therefore, red is the color of energy and excitement.
As a reader, I don't have a hard time believing that red is the color of energy and excitement. I also trust scientific experiments that red focuses behind the retina. But the causality link between the two is, to me, as risky as unnecessary.
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