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22 Immutable Laws of Branding: How to Build a Product or Service Into a World-Class Brand
     

22 Immutable Laws of Branding: How to Build a Product or Service Into a World-Class Brand

3.9 156
by Al Ries, Laura Ries
 

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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

Overview

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.

Editorial Reviews

—Philip J. Romano
“Indispensable to anyone seeking to build a business into a recognized brand.”
—Philip Kotler
“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.”
—Patrick M. Sullivan
“Anyone looking to market their comapay successfully has to read The 22 Immutable Laws of Branding.”
—Atlanta Business Chronicle
“Provides a worthwhile addition to the branding library. This book’s worth buying.”
—Advertising Annual 1999
“If you want to...lasso consumers and burn brand identity into their minds, read this book.”

Product Details

ISBN-13:
9780060007737
Publisher:
HarperCollins Publishers
Publication date:
09/17/2002
Edition description:
Reprint
Pages:
272
Sales rank:
211,578
Product dimensions:
7.37(w) x 9.25(h) x 0.68(d)

Related Subjects

Read an Excerpt

The Law of Expansion


The power of a brand is inversely proportional to its scope.Think Chevrolet. What immediately comes to mind?

Having trouble? It's understandable.

Chevrolet is a large, small, cheap, expensive car ... or truck.When you put your brand name on everything, that name loses its power. Chevrolet used to be the best-selling automobile brand in America. No longer. Today Ford is the leader.

Think Ford. Same problem. Ford and Chevrolet, once very powerful brands, are burning out. Slowly heading for the scrap heap.

Ford buyers talk about their Tauruses, Or their Broncos. Or their Explorers. Or their Escorts.

Chevrolet buyers talk about their ... Well, what do Chevy buyers talk about? Except for the Corvette, there are no strong brands in the rest of the Chevrolet car line. Hence, Chevy's brand-image problem.

Chevrolet has ten separate car models. Ford has eight. That's one reason Ford outsells Chevrolet. The power of a brand is inversely proportional to its scope.Why does Chevrolet market all those models? Because it wants to sell more cars. And in the short term, it does. But in the long term, it undermines its brand name in the mind of the consumer.

Short term versus long term. Do you broaden the line in order to increase sales in the short term? Or do you keep a narrow line in order to build the brand in the mind and increase sales in the future?

Do you build the brand today in order to move merchandise tomorrow? Or do you expand the brand today in order to move the goods today and see it decline tomorrow?

The emphasis in most companies is on the short term. Line extension, megabranding, variable pricing, and a host of othersophisticated marketing techniques are being used to milk brands rather than build them. While milking may bring in easy money in the short term, in the long term it wears down the brand until it no longer stands for anything.

What Chevrolet did with automobiles, American Express is doing with credit cards. AmEx used to be the premier, prestige credit card. Membership had its privileges. Then it started to broaden its product line with new cards and services, presumably to increase its market share. AmEx's goal was to become a financial supermarket.

In 1988, for example, American Express had a handful of cards and 27 percent of the market. Then it started to introduce a blizzard of new cards including: Senior, Student, Membership Miles, Optima, Optima Rewards Plus Gold, Delta SkyMiles Optima, Optima True Grace, Optima Golf, Purchasing, and Corporate Executive, to name a few. The goal, according to the CEO, was to issue twelve to fifteen new cards a year.

American Express market share today: 18 percent.

Levi Strauss has done the same with blue jeans. In order to appeal to a wider market, Levi introduced a plethora of different styles and cuts, including baggy, zippered, and wide-leg jeans. At one point, Levi's jeans were available in twenty-seven different cuts. And if you could not find a pair of jeans off the rack to fit, Levi's would even custom cut jeans to your exact measurements. Yet over the past seven years the company's share of the denim jeans market has fallen from 31 to 19 percent.

Procter & Gamble has done the same with toothpaste.

The 22 Immutable Laws of Branding. Copyright © by Al Ries. Reprinted by permission of HarperCollins Publishers, Inc. All rights reserved. Available now wherever books are sold.

What People are Saying About This

Scott Kay
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.
Philip Kotler
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
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
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.

Meet the Author

Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.

Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.

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22 Immutable Laws of Branding: How to Build a Product or Service Into a World-Class Brand 3.9 out of 5 based on 0 ratings. 153 reviews.
Anonymous More than 1 year ago
The best summer read and I would recommend this book to everyone.. It got me in the first chapter and continued the whole book. It was funny, witty and I have read it twice. Hope the author pens more of books soon ..
Anonymous More than 1 year ago
I truely enjoyed this book. Came across it on accidet and couldnt put it down. Just fabulous. Wish it wasnt so short though.
Anonymous More than 1 year ago
Do not start this book with any preconceived notions. This is NOT a Janet Evanovich book, the writing styles are very different. The story was entertaining, a good, solid read. It was realistic in the way that romance-y fiction is. It made me (mentally) root for the good guys and hiss at the bad guys. I felt invested, and really what more can you ask for?
Anonymous More than 1 year ago
I had high hopes for this book because of who the authors aunt is. I thought there would be a little Evanovich humor. It had it's humorous moments. I chuckled once or twice, not very loud but I heard it. I felt like the romance wasn't really a romance...there was no real passion. I just wish I didn't shell out $11 for this....it isn't worth that much.
Anonymous More than 1 year ago
I didn't like her coarse writing style. Also didn't like that she referenced adult sexual spanking throughout the entire book. I wouldn't waste your money!
Anonymous More than 1 year ago
Terribly written and very predictable not the Evonovich I will look for again
Anonymous More than 1 year ago
Too predictable. Characters are flat and the storyline is flatlined.
Anonymous More than 1 year ago
Anonymous More than 1 year ago
I love that we can relate with hollys struggles. couldn't put down this book, hope there's more to come!
Anonymous More than 1 year ago
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LIBookloverCM More than 1 year ago
Loved this book. I laughed out loud! it was a fast, read and very enjoyable.
Anonymous More than 1 year ago
Loved this bookand stayed up allnight to finish.
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Norm79 More than 1 year ago
This must be one of her first books. Dragged in story line, too much sex for me (I'm 79!) and hardly any humor.....
Anonymous More than 1 year ago
The book is so predictable and boring. Not up to par with her other fun, fast paced books. A real disappointment
Anonymous More than 1 year ago
Anonymous More than 1 year ago
I could not get past the way to graphic sex. I guess I am an old prude. Ne ver got to page twenty
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Bookworm55PP More than 1 year ago
Cute story.
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Definitely not a must read. Okay for a rainy day with nothing else to do!
Anonymous More than 1 year ago