The 22 Immutable Laws of Branding

The 22 Immutable Laws of Branding


By (author) Al Ries, By (author) Laura Ries

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  • Publisher: Profile Business
  • Format: Paperback | 192 pages
  • Dimensions: 130mm x 196mm x 16mm | 141g
  • Publication date: 3 April 2000
  • Publication City/Country: London
  • ISBN 10: 1861976054
  • ISBN 13: 9781861976055
  • Sales rank: 70,458

Product description

Everyone knows that building your product or service into a bona fide brand is the only way to stand out in today's insanely crowded marketplace. The only question is how do you do it? This is the definitive text on branding, distilling complex theories and principles behind this key marketing term into in twenty-two easy-to-read vignettes including: The Law of Contraction; A brand becomes stronger when you narrow its focus; The Law of the Word; A brand should strive to own a word in the mind of the consumer; and The Law of Fellowship. In order to build the category, a brand should welcome other brands. World-renowned marketing guru Al Ries and his daughter and business partner Laura Ries examine brand-blazing strategies from the world's best, including Coca-Cola, Xerox, BMW, Federal Express and Starbucks, to provide you with the expert insight you need to build a world-class brand.

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Author information

Laura Ries is a graduate of Northwestern University and a partner in the marketing strategy firm Ries & Ries. They act as consultants of major corporations, including Alcoa, Frito-Lay, Glaxo Wellcome, Merck and Pillsbury.

Review quote

The 22 Immutable Laws of Branding will enlighten many, and it attacks the jargon of the marketing professional with common sense Independent

Editorial reviews

The definitive guide to building your product into a successful brand by bestselling marketing guru Al Ries and his daughter Laura. The book explains why you will fail to create a brand through advertising, sales promotion, public relations or fancy packaging alone; why a brand should welcome others like it; why creating a sense of authenticity may be even more important than five-star quality; why no brand lives forever; and how to own a word in your consumer's mind. Examples of brand-building strategies include those of Coca-Cola, Xerox, BMW, Federal Express and Starbucks. Edward de Bono's Mind Pack (Kirkus UK)