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Title: The 11 Immutable Laws of Internet Branding by Al Ries, Laura Ries ISBN: 0-06-019621-1 Publisher: HarperBusiness Pub. Date: 16 May, 2000 Format: Hardcover Volumes: 1 List Price(USD): $21.00 |
Average Customer Rating: 3.57 (46 reviews)
Rating: 5
Summary: Ries's best book so far
Comment: I had problems with Ries's previous books. Back then it was Ries and Trout, instead of Ries and Ries (his daughter).
In the older books his basic message was very simple (niche and be the first in the mind of the buyer, position).
Ries and Trout are credited with popularizing this positioning subject.
From this very simple message, they wrote books that endlessly repeated this important, but very simple, message. Thus, his previous books were tedious, and sometimes boring. I had the same problem with Andy Grove's book, with his basic theme of "Only the Paranoid Survive": one concept... many pages.
Thus, I thought his previous books were over kill. But this book is different. Maybe because Ries's daughter kept him on track.
This is one of the best books on branding that I've read so far. And, it really does a great job on discussing branding as it applies to internet sites.
For example, don't even think of naming your web site without reading this book. From reading this book, I have a much better understanding of how to structure my web site, how to name it, how to come up with internet site business ideas.
Although Ries is a marketing guru, and not an internet techno-weenie, his understanding of the internet runs deep, from a business point of view.
This is a masterful book, and I recommend it highly. I think a lot of VC firms should have read it before they invested in many of the copy-cat web sites that took their money.
Rating: 2
Summary: Questionnable book
Comment: This book, conveniently adding the word "Internet" to a title of a previous book has some hideous mistakes in it. First, the site DRKoop.com is represented as JRKoop.com - how can the authors and editors miss that? Plus, the site FogDog.com is another - listed as FrogDog.com. For a book to boldly label itself as an Internet survival guide of sorts, you'd hope they could demonstrate some better knowledge of the net.
This book also makes some pretty bold statements that would be better placed on a discussion forum somewhere - they are sure to be questionned and disputed. If you are looking for a good branding book, read Al Rie's book from 1980 - Positioning: The Battle for Your Mind.
Rating: 1
Summary: Most inane book I have ever read
Comment: This book offers conclusory statements with very superficial, if any, analysis. For example, the authors argue that technologies tend to diverge, and not converge. For support, they say "[i]n biology, the law of evolution holds that new species are created by the division of a single species. Convergence, instead, suggests that the combining of two species will yield you a new one. Invaraibly in nature you see things divide and not converge. We have hundreds of varieties of dogs and hundreds of varieties of cats, but "very few" dogcats, or chickenducks, or horsecows." What?! I haven't the foggest idea how a system like technology controlled by humans has to do with biology, a system of nature. When there's human intervention, convergence occurs all the time - such is the case with many modern fruits and vegetables that have been bred by humans. And really,there are "very few" varieties of dogcats? I'm not aware of any.
I'd be curious as to what the authors have to say about the trend towards bigger corporations, through mergers. According to the authors, these big corporation really shouldn't exist, because things diverge, and not converge.
They also make the pompous statement that the purchasers of business.com could have saved $7,499,979 if they had bought the authors' book. The fact that they could claim credit for saying that a brand name shouldn't be generic is preposterous. That is one of the most basic tenet of branding. Of course, the authors does not discuss sex.com, an equally generic name, which has made $40 million in the course of a few years.
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Title: The 22 Immutable Laws of Branding by Al Ries, Laura Ries ISBN: 0060007737 Publisher: HarperCollins Pub. Date: 17 September, 2002 List Price(USD): $18.95 |
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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): $12.95 |
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Title: Bottom-Up Marketing by Al Ries, Jack Trout ISBN: 0452264189 Publisher: Plume Pub. Date: May, 1990 List Price(USD): $13.95 |
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Title: The Fall of Advertising and the Rise of PR by Al Ries, Laura Ries ISBN: 0060081988 Publisher: HarperBusiness Pub. Date: 20 August, 2002 List Price(USD): $24.95 |
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