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The 22 Immutable Laws of Branding
By Al Ries,Laura Ries |
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| Publisher : | Collins |
| Media : | Paperback |
| ISBN : | 60007737 |
| Release Date : | 2002-09-17 |
| Amazon Sales Rank : | 5694 |
| Reviews Rank : | 4.00 |
| Availability : | Usually ships in 24 hours |
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| Editorial Reviews |
Amazon.com
As it becomes increasingly associated with impressive corporate gains realized in recent years by companies ranging from FedEx and Rolex to Starbucks and Volvo, "branding" has developed into one of the marketing world's hottest concepts. And for good reason, contend well-known strategist Al Ries and his daughter Laura Ries in The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand. "Marketing is building a brand in the mind of the prospect," they write. "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." A no-holds-barred look at a diverse collection of successful--and not-so-successful--branding efforts undertaken by these and other high-profile firms, their book distills the most critical principles involved into a series of clear rules with straightforward titles such as The Law of Expansion, The Law of Contraction, The Law of Consistency, and The Law of Mortality. While some of their suggestions may at first seem counterintuitive, together they compose a logical blueprint for success in today's ever-more-competitive environment. --Howard Rothman --This text refers to an out of print or unavailable edition of this title.
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Amazon.com Audiobook 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 the Audio Cassette edition.
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Scott Kay, CEO, Scott Kay Inc.
"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." --This text refers to an out of print or unavailable edition of this title.
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| Customer Reviews |
Develop yourself and your brand (Rating :5.00)
It's not a book for lawyers although it could be, as well as it could be for doctors, engeineers, marketers and for everyone. If you think how to sell yourself or your brand, this book will help to let others buy yourself and your brand.If your 2006 marketing calendar is busy with promotions and new products under the pressure of management to beat year ago stop and read this book. If you face alot of arguments that marketing is an art but not a scince you and those people should read this book. In fact, Al Ries cleaverly help us to understand ourselfs and our career. Appreciate Al Ries a lot wishing to get the chance to meet sometime. |
A marketing essential (Rating :5.00)
An easy read and as far as I'm concerned one of the Bibles of marketing and branding |
Branding 101 (Rating :5.00)
OK, this book will not enable you to pull another Starbucks out of your ass, but it will give you the fundamentals of branding, how and why it works, and sometimes doesnt. Branding is not exact science, neither is marketing or marcoms, there are too many variables at play. However, this book, together with laws of marketing, positioning, eating the big fish (to name a few) will at least give you a "feel" of what it is like to work in marketing in this day and age. I love all the books I named above, they are all worthy read. |
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