The 22 Immutable Laws of Branding: How to Build a Product or Service Into a World-Class Brand
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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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.
Laura Ries is president of their Atlanta, Georgia, consulting firm Ries & Ries.
"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."----Philip Kotler, Professor of International Marketing, J.L. Kellogg Graduate School of Management, Northwestern University
"Anyone looking to market their comapay successfully has to read The 22 Immutable Laws of Branding."----Patrick M. Sullivan, CEO, SalesLogix
"Provides a worthwhile addition to the branding library. This book's worth buying."----Atlanta Business Chronicle
"If you want to...lasso consumers and burn brand identity into their minds, read this book."----Advertising Annual 1999
