Publisher: HarperCollins, 1998, 182 pages
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.
and perhaps most important of all:
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.
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.