The 22 Immutable Laws of Branding: How to Build a Product or Service Into a World-Class Brand Hardcover – October, 1998
Author: Visit ‘s Laura Ries Page ID: 0887309372
.com Review
As it becomes increIDgly 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
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.
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Hardcover: 192 pagesPublisher: HarperCollins Publishers; 1st edition (October 1998)Language: EnglishISBN-10: 0887309372ISBN-13: 978-0887309373 Product Dimensions: 8.6 x 5.8 x 0.9 inches Shipping Weight: 12 ounces Best Sellers Rank: #259,932 in Books (See Top 100 in Books) #48 in Books > Business & Money > Marketing & Sales > Marketing > Industrial #68 in Books > Business & Money > International > Global Marketing #76 in Books > Business & Money > Marketing & Sales > Marketing > Product Management
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.
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