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Title: The 22 Immutable Laws of Branding by Al Ries, Laura Ries ISBN: 0-06-000773-7 Publisher: HarperCollins Pub. Date: 17 September, 2002 Format: Paperback Volumes: 1 List Price(USD): $18.95 |
Average Customer Rating: 3.86 (44 reviews)
Rating: 4
Summary: YOU'LL BE "INVOLVED" WITH THIS LITTLE RIES CAMEO
Comment: I write reviews on Amazon rather avidly. When I started reading this particular book, I knew it would be a good number to review. So I started marking everything in the book that I disagreed with or that I felt was worth commenting on.
That the Ries duo relies on sweeping statements (e.g., "Quality of a product doesn't matter. It's all about brands.") hardly made my intentions any easier. Needless to say, my copy of 22 Immutable Laws of Branding is riddled with lots of ink and copious sidenotes. There is a lot I said "Really?" to while reading.
But maybe that's the thing I adore about Ries Inc. Their books are anything but boring manuals on a topical issue so relevant to almost anyone in business. I was "involved" with this book like I have seldom been with a work of non-fiction. I adored and went all retrospective with the "Law of the Name" and the "Law of Globalism". The writing is trippy, semi-provocative and hence absolutely delectable in a piece of work such as this!
Do I recommend it? Wholeheartedly. A wonderfully satisfying read. Just keep your discerning senses about you and think twice before wrapping your (brand management) career around all the advice this book proffers.
Noteworthy: The whole book is also available in a PDF version, if you are not particularly averse to on-screen reading.
Rating: 3
Summary: Taking branding seriously
Comment: I've been branding for most of my life. It's an intrinsic and essential feature of my profession. I thought I knew pretty much all there was to know - that is, until I saw this book. It claims to cover everything, and I must admit even I would be hard pressed to come up with 22 laws. Personally, I find some of the concepts apparently introduced in this book a bit far-fetched; I can't imagine how an idea like "branding people's minds" could be put into practice, nor, indeed, why you would want to. And as for "branding over the internet", well, to me that's just pure science fiction. Branding is a fairly personal thing, though, and everyone has their own tricks and techniques. I applaud the author for treating it as a serious enough subject to warrant an entire book.
Rating: 5
Summary: Includes an additional 11 laws for Internet branding.
Comment: This book was recommended to me by my business coach and I have not regretted the purchase ever. At first, I was a little concerned with the strange looking cover with the difficult to read font and the bright colors. My concern was that if they know so much about branding, why this kind of a cover.
But my concerns end with the cover as everything in between was very well laid out, backed by common sense and facts based on real companies. There are several examples used on every page to explain the total of 33 immutable laws (22 regular and 11 internet). We all intuitively understand branding because we are consumers and hence experience on a daily basis our purchasing being swayed by branding. So it was very nice to be able to read this perfect book on branding and understand so much in such a short time. It won't take more than a few hours to read this book cover to cover.
Let me share an example law without spoiling the book for you - #4 Internet Law: The Law of the Proper Name explains how proper names are better than common names for Internet branding. The clear proof of this is in the common names that never took off - drugs.com, university.com, wine.com, telephone.com, etc. and the proper names that did take off - priceline.com, amazon.com, etc. And I really like the explanation for why this law works.
So if you are a small business owner who can influence the branding of your business, products and services - go ahead and buy a copy of this book as you won't regret it. Of course, the content of this book is not restricted to small businesses. I am sure almost anyone involved in the branding efforts of the companies they work for will find it useful.
Good luck!
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Title: The 22 Immutable Laws of Marketing : Exposed and Explained by the World's Two by Al Ries ISBN: 0887306667 Publisher: HarperBusiness Pub. Date: 27 April, 1994 List Price(USD): $15.95 |
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Title: Positioning: The Battle for Your Mind by Al Ries, Jack Trout ISBN: 0071373586 Publisher: McGraw-Hill Trade Pub. Date: 13 December, 2000 List Price(USD): $10.95 |
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Title: Emotional Branding: The New Paradigm for Connecting Brands to People by Marc Gobe, Sergio Zyman, Marc Gob ISBN: 1581150784 Publisher: Allworth Press Pub. Date: 15 January, 2001 List Price(USD): $24.95 |
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Title: Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands by Alina Wheeler, Alina R. Wheeler ISBN: 0471213268 Publisher: John Wiley & Sons Pub. Date: 15 January, 2003 List Price(USD): $35.00 |
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Title: Differentiate or Die : Survival in Our Era of Killer Competition by Jack Trout ISBN: 0471357642 Publisher: John Wiley & Sons Pub. Date: 17 March, 2000 List Price(USD): $24.95 |
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