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The 22 Immutable Laws of Branding (平装)
by Al Ries, Laura Ries
| Category:
Branding, Marketing, Product management, Business |
| Market price: ¥ 220.00
MSL price:
¥ 178.00
[ Shop incentives ]
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| Stock:
Pre-order item, lead time 3-7 weeks upon payment [ COD term does not apply to pre-order items ] |
MSL rating:
 Good for Gifts |
| MSL Pointer Review:
This excellent book on branding should be read by anyone involved in marketing. |
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AllReviews |
1 Total 1 pages 5 items |
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Philip Kotler, Professor of International Marketing, J.L. Kellogg Graduate School of Management, USA
<2008-10-16 00:00>
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. |
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Patrick M. Sullivan, CEO, SalesLogix, USA
<2008-10-16 00:00>
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. |
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Philip J. Romano, CEO, Romano Enterprises, USA
<2008-10-16 00:00>
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. |
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Scott Kay, CEO, Scott Kay Inc., USA
<2008-10-16 00:00>
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. |
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Dan Ross, USA
<2008-10-16 00:00>
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. They point out the increasing importance of PR (public relations) compared to advertising. This is the subject of a new book by the father / daughter. Basically PR launches a product and advertising gives it life support is their main assertion.
I disliked The 22 Immutable Laws of Branding for the following reasons:
1. Overlap from prior books is definitely occurring. I have noticed this with Jack Trout's recent books too. I would estimate that 15% - 20%, at a minimum, of Trout's recent books and this book have been stated in one form or another in their prior works.
2. Some of the examples provide clearly refute other examples provided. On page 100 they state "the Mustang and former CEO of Chrysler Corporation (two powerful brand names.) In prior examples the authors clearly state that the brand is the maker of the company. Volvo = safety, BMW = driving machine, etc (you will find such features in all their vehicles -maybe not in Volvos convertible.) What does Chrysler stand for again? Minivans? I haven't exactly noticed it in their advertising... for a long time...
Conclusion: Buy the book. It is well worth the time and money. Most of my reviews are in business / economics and I encourage people to read them, whether here on Amazon or at my personal website. If you are interested in another good marketing book I highly recommend Differentiate or Die by Jack Trout or Seth Godin's book on permission marketing / launching an ideavirus. If you are interested in other subjects I would encourage you to read The Worldly Philosophers by Robert Heilbroner if you are interested in economic history - the book is international in scope and deals with the lives and times of the most famous economists in history. If you are interested in economic development / evolution of U.S. property history I would encourage you to read Hernando DeSoto's Mystery of Capital but note his lack of focus on corruption in certain countries. A great general business book is by the management guru Peter Drucker entitled "The Essential Drucker." |
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1 Total 1 pages 5 items |
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