Free The 22 Immutable Laws of Branding

The 22 Immutable Laws of Branding

Author: Visit Amazon's Al Ries Page | Language: English | ISBN: 0060007737 | Format: EPUB

The 22 Immutable Laws of Branding Description

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 --This text refers to an out of print or unavailable edition of this title.

Review

"Al Ries demonstrates that marketers need two skills: building a brand and keeping it alive. Through stellar company profiles and keen insights, this book will show them how, whether they're entrepreneurs or seasoned veterans." -- Philip Kotler, Professor of International Marketing, J.L. Kellogg Graduate School of Management, Northwestern University

"Al Ries's laws of marketing turned my software company into a worldwide brand and the dominant player in a whole new software category. Anyone looking to market their company successfully has to read The 22 Immutable Laws of Branding." -- Patrick M. Sullivan, CEO, SalesLogix

"I could only wish that I'd had access to this book at the start of my career, the insights it provides are indispensable to anyone seeking to build their business into a recognized brand." -- Philip J. Romano, CEO, Romano Enterprises

"This book is like a synthesizer. Using an impressive list of the world's best-known brands, it fine tunes the art of branding to its optimum levels, enabling you to make the right marketing decisions with utmost confidence." -- Scott Kay, CEO, Scott Kay Inc. --This text refers to an out of print or unavailable edition of this title.

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Product Details
Table of Contents
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Paperback: 272 pages
Publisher: HarperBusiness; 1st edition (September 17, 2002)
Language: English
ISBN-10: 0060007737
ISBN-13: 978-0060007737
Product Dimensions: 9.3 x 7.4 x 0.7 inches
Shipping Weight: 15.2 ounces (View shipping rates and policies)

The 22 Immutable Laws of Branding was primarily written by Laura Ries - Al Ries was a co-author on the book - in case anyone didn't know. Such information is available at their website. I rank this book a solid 5 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 which is what I use to evaluate if something is a 5 star book
I loved The 22 Immutable Laws of Branding for the following reasons:
1. It flat out states the importance of marketing & branding, which is important to separate in the readers' mind before beginning. 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."
2. The Ries' call it like they see it. Excellent examples of marketing / advertising stupidity / effectiveness are provided.
3. They talk about the plethora of products that are produced each year.
4. They discuss how businesses must get inside a consumer's mind (AKA positioning) to win the war. 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. automanufacturers are getting killed.
5. The book illustrates, as did the 22 Immutable Laws of Marketing, how companies dilute their brands through line extensions (I personally believe this due to my personal experience / buying patterns and observations of others.)
6.

Overall, this is a good read. But, don't fall into the robotic trap of believing EVERYTHING you read! Take what is good from this book (and there is some) and digest it with all your marketing AND common sense wisdom. The author claims that "symbols" are really NOT that important!... This sort of reckless disinformation only furthers the authors 'hidden agenda?' I have been a top international brand manager for numerous household names the past 35 years and I can tell you without a doubt that "SYMBOLS SELL." Now, don't get me wrong, I am not implying that the symbol is everything, but, A BAD, UNPROFESSIONAL AND CHEAPLY ACQUIRED LOGO DESIGN CAN SEVERELY AND SOMETIMES IRREVERSIBLY KILL YOUR BEST MARKETING EFFORTS OVER A PERIOD OF TIME. I have fallen victim to this problem more than once. Don't let it happen to you too!! We are a visual species; our unique and wonderful genetic disposition as humans endows us with the great gift of an advanced visual cortex within our brains. We see, we react, we think. But, by the time we get around to thinking, our subconscious mind has already assimilated a mountain of data about what we just took in. We innately gravitate towards that which is appealing to us visually; whether it be someone of the opposite sex or our favorite product (or LOGO) which captures our fancy in a magical way. Examples of logos like these are too numerous to mention here. Just look around your own little universe and "see" what it is that you yourself have become attached to over the years and think..."why?" The bottom line is this: Don't cut corners when it comes time to position your product or service in the global marketplace.

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