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The 22 Immutable Laws of Branding (Paperback)
by Al Ries, Laura Ries
| Category:
Branding, Marketing, Product management, Business |
| Market price: ¥ 220.00
MSL price:
¥ 178.00
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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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Author: Al Ries, Laura Ries
Publisher: Collins Business
Pub. in: September, 2002
ISBN: 0060007737
Pages: 272
Measurements: 9.2 x 7.2 x 0.9 inches
Origin of product: USA
Order code: BA01499
Other information: ISBN-13: 978-0060007737
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- Awards & Credential -
One of the most read books on branding. The authors are among the most recognized authorities of marketing. |
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- MSL Picks -
This book is a must read for anyone with responsibilities in branding because it gives some great advice and guidlines to get your mind muscles working. My biggest problem with the book is that they take an anti-extension position, which is dead on, but they don't recognize that brand managers don't live in a perfect world and sometimes find themselves in situations where they HAVE to extend the brand or find a new job. Don't look back, but that's Al and Laura sawing off the branch that you're standing on. There's absolutely no guidance in this book that would give you some reasonable rules to follow in the event that you have little choice but to brand extend.
The most recent example that shatters their immutable law about brand extending weakening a brand is the Apple iPod. Everybody is aware that the iPod is an Apple product. Apple didn't have the first MP3 player in the industry. Instead, Apple had a frame of reference built into their brand, as well as a point of difference (the strongest branding tool there is).
While there are a lot of examples of failed brand extensions, there are also a lot of examples of successful ones. There is a fundamental science behind what makes a brand extension work so that it re-inforces the parent brand, rather than acts parasitically. The weakness of this book is that it tries to present the last word on the subject without acknowledging the successes on other side of the coin.
(From quoting a guest reviewer)
Target readers:
All marketing professionals.
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Al Ries and his daughter and partner, Laura Ries, are two of the world's best-known marketing consultants. Their Atlanta firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and, most recently, The Fall of Advertising & the Rise of PR, which was a Wall Street Journal and BusinessWeek bestseller.
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From Publisher
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.
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The 22 immutable laws of branding are:
1. Expansion: The power of a brand is inversely proportional to its scope.
2. Contraction: A brand becomes stronger when you narrow its focus.
3. Publicity: The birth of a brand is achieved with publicity, not advertising.
4. Advertising: Once born, a brand needs advertising to stay healthy.
5. The Word: A brand should strive to own a word in the mind of the consumer.
6. Credentials: The crucial ingredient in the success of any brand is its claim to authenticity.
7. Quality: Quality is important, but brands are not built on quality alone.
8. The Category: A leading brand should promote the cateogry, not the brand.
9. The Name: In the long run a brand is nothing more than a name.
10. Extensions: The easiest way to destroy a brand is to put its name on everything.
11. Fellowship: In order to build the category, a brand should welcome other brands.
12. The Generic: One of the fastest routes to failure is giving a brand a generic name.
13. The Company: Brands are brands. Companies are companies. There is a difference.
14. Subbrands: What branding builds, subbranding can destroy.
15. Siblings: There is a time and a place to launch a second brand.
16. Shape: A brand's logotype should be designed to fit the eyes. Both eyes.
17. Color: A brand should use a color that is the opposite of its major competitor's.
18. Borders: There are no barriers to global branding. A brand should know no borders.
19. Consistency: A brand is not built overnight. Success is measured in decades, not years.
20. Change: Brands can be changed, but only infrequently and only very carefully.
21. Mortality: No brand will live forever. Euthanasia is often the best solution.
22. Singularity: The most important aspect of a brand is its single-mindedness. |
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| View all 5 comments |
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. |
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. |
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. |
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. |
View all 5 comments |
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