The 22 Immutable Laws of Branding Author: Al Ries | Language: English | ISBN:
B000FC10H0 | Format: EPUB
The 22 Immutable Laws of Branding 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.
- File Size: 429 KB
- Print Length: 272 pages
- Publisher: HarperCollins e-books (October 6, 2009)
- Sold by: HarperCollins Publishers
- Language: English
- ASIN: B000FC10H0
- Text-to-Speech: Enabled
X-Ray:
- Lending: Not Enabled
- Amazon Best Sellers Rank: #72,538 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
- #2
in Kindle Store > Kindle eBooks > Business & Money > Marketing & Sales > Marketing > Industrial - #4
in Kindle Store > Kindle eBooks > Business & Money > International > Global Marketing - #9
in Books > Business & Money > Marketing & Sales > Marketing > Industrial
- #2
in Kindle Store > Kindle eBooks > Business & Money > Marketing & Sales > Marketing > Industrial - #4
in Kindle Store > Kindle eBooks > Business & Money > International > Global Marketing - #9
in Books > Business & Money > Marketing & Sales > Marketing > Industrial
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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