The 22 Immutable Laws of Branding Paperback – September 1, 2002

The book is easy to read and jammed packed with valuable information about branding. I gained a lot of clarity about brand positioning. There are some extras at the end of the book too!

Its good

As a marketing professional with an advertising degree and fifteen years of experience, the more marketing I do, the more these "Immutable Laws of Branding" seem come into play. When I first read this book six or seven years ago, I thought, "Well, I understand and agree with most of the precepts, but not all of them." But, as I've managed marketing campaigns and projects over the years, whenever one wouldn't get the results I wanted (or expected), after going back and reviewing it, the issue oftentimes could be clearly tied back to the violation of at least a couple of the "laws."The biggest problem with the book isn't anything in the book itself. The biggest problem revolves around what most people think marketing and branding is or does (or should do). So, for the most part, even most professional marketers operate on their already understood beliefs about marketing. They take "common sense" approaches to solving branding problems (which are always unique) and then wonder why they didn't get the results they wanted. Common sense is just that, "COMMON." This book explains the importance of a brand being unique and singular in its focus. So, if you take common sense approaches to unique problems, you'll get an "average" result. To me, continually obtaining "average" results is a sure fire road to ultimate failure.So, I recommend this book for marketing and non-marketing professionals with a couple of caveats...Realize that this book is very, very focused on developing and managing a brand. It doesn't give you an economic model that tells you how to price your product or service, or how you should set up a distribution channel (but, if you fully grasp the concepts, it will give you ideas on how to make decisions like these).Most importantly, keep an open mind as you read and realize that many of the concepts in the book will absolutely be COUNTER-INTUITIVE. You will most likely flat out disagree some of them, but I would challenge you to read the book in its entirety and then, over time see if and how the "laws" apply. You may be pleasantly surprised over the years (just as I have been) and end up with this one being one of your favorite marketing books as well.

This book is a must read for anyone with responsibilities in branding because it gives some great advice and guidlines to get your mind muscles working. My biggest problem with the book is that they take an anti-extension position, which is dead on, but they don't recognize that brand managers don't live in a perfect world and sometimes find themselves in situations where they HAVE to extend the brand or find a new job. Don't look back, but that's Al and Laura sawing off the branch that you're standing on. There's absolutely no guidance in this book that would give you some reasonable rules to follow in the event that you have little choice but to brand extend.The most recent example that shatters their immutable law about brand extending weakening a brand is the Apple iPod. Everybody is aware that the iPod is an Apple product. Apple didn't have the first MP3 player in the industry. Instead, Apple had a frame of reference built into their brand, as well as a point of difference (the strongest branding tool there is).While there are a lot of examples of failed brand extensions, there are also a lot of examples of successful ones. There is a fundamental science behind what makes a brand extension work so that it re-inforces the parent brand, rather than acts parasitically. The weakness of this book is that it tries to present the last word on the subject without acknowledging the successes on other side of the coin.I would give this book 3 1/2 stars if I could, but since I can't, I'll round up to 4 based on the easy style of this book, as it presents some powerful concepts in an conversational and easy to grasp way that includes a lot of brain fodder to stew on.

This book contains the (infamous) 22 laws of branding according to Al Ries & Laura Ries. If you're looking for the Reader's Digest version of the message, here it is:* Be first (invent your own category).* Keep it simple and focused.* Don't extend the brand; expand its category.But really, why take my word for the book's message when it's such a fun read?The language is simple, and there are plenty of images. You can skim right through it, or take the time to review the examples he gives of how big brands did the right (or wrong) things and come up with your own counter-examples.This book isn't just for big brands; the 22 laws generally apply to smaller businesses too.They point out that you shouldn't necessarily do the same things big companies do to become successful, even the ones known for success with branding. If you want to get rich by doing what rich people do, what you'll get is broke. You have to do what rich people did before they got rich.Yes, big company branding is what they're still teaching in most business classes. Just say no if you're growing a smaller organization.The addition of The 11 Immutable Laws of Branding on the Internet turned out to be a disappointment.The problem is that the Internet is a fast-moving target, and the book was written a few years back (its copyright is 2002). When they say:The Internet will be the first new medium that will not be dominated by advertising...it's based on the way the Internet was then (remember bright flashing banner ads?)If the Internet isn't going to be dominated by advertising, you'd never know it by Google's advertising revenues. Advertising on the 'net is here to stay, and can be a key component of your marketing plan.Still, a great book, and a fun, fast, worthwhile read. I recommend it to anyone responsible for revenue growth.