22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand (Cassettes)

22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand (Cassettes)

3.9 156
by Al Ries, Laura Ries
     
 

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Branding.

Dubbed by many the “marketing buzzword” of the late ‘90s, everyone knows that building your product or service into a bona fide brand is the only way to cut through the clutter in today's insanely crowded marketplace.

The only question is, how do you do it?

Learn the laws of branding in the branding bible: The 22 Immutable

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Overview

Branding.

Dubbed by many the “marketing buzzword” of the late ‘90s, everyone knows that building your product or service into a bona fide brand is the only way to cut through the clutter in today's insanely crowded marketplace.

The only question is, how do you do it?

Learn the laws of branding in the branding bible: The 22 Immutable Laws of Branding. Brilliant, bold, and mercifully brief, this is the definitive work on branding, distilling the complex principles and theories espoused in other long-winded, high-priced professional marketing tomes into 22 quick and easy-to-listen-to vignettes. Pairing the brand-blazing strategies from the world's best — like Coca-Cola, Xerox, and Starbucks — with the world-renowned marketing savvy of bestselling author, Al Ries, and his daughter Laura Ries, The 22 Immutable Laws of Branding builds on the huge international success of The 22 Immutable Laws of Marketing and provides the expert insight you seek on business's hottest topic in less time than an airplane ride.

Find out:

  • Why you will fail to create a brand through advertising, sales promotion, public relations or fancy packaging
  • How to define your category. . . even if you're not first to market
  • How overbranding equals underwhelming
  • Why good old-fashioned publicity may be the missing link in the brand-building process
  • Why giving your brand the right name is perhaps more important than the brand itself

And perhaps most important of all:

  • How to own a word in the mind of the consumer.

Smart and accessible, The 22 Immutable Laws of Branding provides the ammo you need to dominate your category and turn your product or service into a world-class brand.

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Product Details

ISBN-13:
9780694520473
Publisher:
HarperCollins Publishers
Publication date:
10/28/1998
Edition description:
Abridged, Cassette
Product dimensions:
4.36(w) x 7.10(h) x 0.80(d)

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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.

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.

Read More

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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 2 ratings. 156 reviews.
Anonymous More than 1 year ago
I love Stephanie Evanovich's writing style. This story swept me away. It's a hot romance and a definite feel good book. Great stuff!
Anonymous More than 1 year ago
It would be interesting to know why the negative reviewers didn't like the book. Did they read the summary of what it was about? The one that said "Wrong Evanovich" so they reviewed it negatively? I don't understand that. I admit I purchased this book because I love Janet Evanovich and this is a relative. However, after the first 10 pages, I was HOOKED. I devoured the book. I can't wait for more! The writing style reminds me of Jennifer Weiner. Stephanie Evanovich tells a great story with very believeable and likable characters. I enjoyed the fact the main character wanted to better herself for HERSELF and not for someone else. I absolutely enjoyed every page of it. I look forward to her future books and wish her much success!
Anonymous More than 1 year ago
Boring characters. Boring dialogue with no chemistry. I did not enjoy this book at all.
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
Anonymous More than 1 year ago
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.