The 22 Immutable Laws of Branding

How to Build a Product or Service into a World-Class Brand

Al Ries, Laura Ries

Publisher: HarperCollins, 1998, 182 pages

ISBN: 0-88-730937-2

Keywords: Branding, Marketing

Last modified: Sept. 1, 2009, 10:54 a.m.

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, The 22 Immutable Laws of Branding is the definitive text on branding, distilling the complex principles and theories espoused in other long-winded, high-priced professional marketing tomes into twenty-two quick and easy-to-read vignettes. Pairing the brand-blazing strategies from the world's best — like Coca-Cola, Xerox, BMW, Federal Express, 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 overbranding equals underwhelming
  • Why a brand in any category should welcome others like it
  • How to define your category… even if you're not first to market
  • Why creating a sense of authenticity may be even more important than five-star quality
  • How to use advertising to keep your brand alive
  • Why no brand lives forever — and how best to read its vital signs and put it out of its misery yourself
  • 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 is an easy-to-refer-to primer that provides the ammo you need to dominate your category and turn your product or service into a world-class brand.

    • Introduction
  1. The Law of Expansion
  2. The Law of Contraction
  3. The Law of Publicity
  4. The Law of Advertising
  5. The Law of the Word
  6. The Law of Credentials
  7. The Law of Quality
  8. The Law of the Category
  9. The Law of the Name
  10. The Law of Extensions
  11. The Law of Fellowship
  12. The Law of the Generic
  13. The Law of the Company
  14. The Law of Subbrands
  15. The Law of Siblings
  16. The Law of Shape
  17. The Law of Color
  18. The Law of Borders
  19. The Law of Consistency
  20. The Law of Change
  21. The Law of Mortality
  22. The Law of Singularity


The 22 Immutable Laws of Branding

Reviewed by Roland Buresund

Bad ** (2 out of 10)

Last modified: Aug. 31, 2009, 1:25 p.m.

Pathetic attempt on using brands to sell a book.

This is a father and daugther book that in fact tries to use the brand of The 22 Immutable Laws of Marketing (in itself an excellent book) by the father and Trout.

Unfortunately, they manage to sell this book, because they use this branding (title, cover, structure, the Reis name) to suggest that it is as good and revolutionary as the original. Unfortunately, it is neither.

There exists a number of good books on the market what regards branding, this is not one of them. But you have to admire their use of branding in selling the book to an unsuspecting public, even though I find it morally questionable.


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