The 22 Immutable Laws of Branding Author: | Language: English | ISBN:
B000AMPWLU | Format: EPUB
The 22 Immutable Laws of Branding Description
Branding. Dubbed by many the "marketing buzzword" of the late '90s, everyone knows that building your product or service into a bona fide brand is the only way to cut through the clutter in today's insanely crowded marketplace.
The only question is, how do you do it?
Learn the laws of branding in the branding bible: The 22 Immutable Laws of Branding. Brilliant, bold, and mercifully brief, this is the definitive work on branding, distilling the complex principles and theories espoused in other long-winded, high-priced professional marketing tomes into 22 quick and easy-to-listen-to vignettes. Pairing the brand-blazing strategies from the world's best, like Coca-Cola, Xerox, and Starbucks, with the world-renowned marketing savvy of best-selling author Al Ries and his daughter Laura Ries, The 22 Immutable Laws of Branding builds on the huge international success of The 22 Immutable Laws of Marketing and provides the expert insight you seek on business's hottest topic in less time than an airplane ride.
Find out:
- Why you will fail to create a brand through advertising, sales promotion, public relations or fancy packaging.
- How to define your category...even if you're not first to market.
- How overbranding equals underwhelming.
- Why good old-fashioned publicity may be the missing link in the brand-building process.
- Why giving your brand the right name is perhaps more important than the brand itself.
And perhaps most important of all:
- How to own a word in the mind of the consumer.
Smart and accessible, The 22 Immutable Laws of Branding provides the ammo you need to dominate your category and turn your product or service into a world-class brand.
- Audible Audio Edition
- Listening Length: 1 hour and 35 minutes
- Program Type: Audiobook
- Version: Abridged
- Publisher: HarperAudio
- Audible.com Release Date: July 28, 2005
- Language: English
- ASIN: B000AMPWLU
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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