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

4.6 4.6 out of 5 stars 1,308 ratings

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Purchase options and add-ons

This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding

Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today's marketplace is to build your product or service into a brand—and provides the step-by-step instructions you need to do so.

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web. The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands. The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand.

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Editorial Reviews

Review

“Indispensable to anyone seeking to build a business into a recognized brand.” — --Philip J. Romano, CEO, Romano Enterprises

“Al Ries demonstrates that marketers need two skills: building a brand and keeping it alive. Through stellar company profiles and keen insights, this book will show them how.” — --Philip Kotler, Professor of International Marketing, J.L. Kellogg Graduate School of Management, Northwestern University

“Anyone looking to market their comapay successfully has to read The 22 Immutable Laws of Branding.” — --Patrick M. Sullivan, CEO, SalesLogix

“Provides a worthwhile addition to the branding library. This book’s worth buying.” — --Atlanta Business Chronicle

“If you want to...lasso consumers and burn brand identity into their minds, read this book.” — --Advertising Annual 1999

From the Back Cover

This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding

Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today's marketplace is to build your product or service into a brand—and provides the step-by-step instructions you need to do so.

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web. The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands. The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand.

Product details

  • ASIN ‏ : ‎ 0060007737
  • Publisher ‏ : ‎ Harper Business; First Edition (September 1, 2002)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 272 pages
  • ISBN-10 ‏ : ‎ 9780060007737
  • ISBN-13 ‏ : ‎ 978-0060007737
  • Item Weight ‏ : ‎ 2.31 pounds
  • Dimensions ‏ : ‎ 7.38 x 0.68 x 9.25 inches
  • Customer Reviews:
    4.6 4.6 out of 5 stars 1,308 ratings

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Customer reviews

4.6 out of 5 stars
1,308 global ratings

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Customers say

Customers find the book easy to read and logical, providing insights into brand principles. They say it provides a good introduction to some ideas with examples of real-life cases. The book offers an entry-level roadmap to their branding journey, including a bonus section on Internet branding. Customers appreciate the clear explanations and examples, organizing the information well. However, some feel the content is outdated and repetitive.

AI-generated from the text of customer reviews

91 customers mention "Readability"91 positive0 negative

Customers find the book engaging and thought-provoking. They appreciate the well-written, quotable sentences and find it a quick read with some new insights. Overall, readers consider it a good purchase.

"...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...." Read more

"...Very great book that will definitely be read again and again throughout my business and entrepreneurial journey. Highly recommend to any and all!" Read more

"...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..." Read more

"One of the best straight forward, to the point, apply immediately and get a better result books you can buy on a marketing subject...." Read more

57 customers mention "Insight"57 positive0 negative

Customers appreciate the book's insights and examples. They find it clear and concise, providing a good introduction to some ideas. It is described as a great reference book to use after graduation. The author provides clear, to-the-point explanations and insights into human psychology.

"...of Branding and 11 Laws of Internet Branding is definitely a foundational book that any entrepreneur or aspiring entrepreneur must read along their..." Read more

"...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..." Read more

"...This book is one of the best collections of immediately applicable high quality marketing information you are ever going to find...." Read more

"...You won't regret it. It is the most crystal clear no-nonsense book on the topic, period!..." Read more

47 customers mention "Branding advice"43 positive4 negative

Customers find the book's branding advice helpful. They say it provides a good understanding of brand principles and is an entry-level roadmap for their branding journey. The book covers general brand theory and Internet branding, making it a must-read for anyone with responsibilities in branding. Readers appreciate the high-quality marketing information and examples from world-renowned companies.

"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..." Read more

"...is one of the best collections of immediately applicable high quality marketing information you are ever going to find...." Read more

"...Providing examples of world renown companies, examples of their success AND failures!..." Read more

"...still the book is an excellent crash course on branding. I highly recommend it." Read more

13 customers mention "Information clarity"13 positive0 negative

Customers appreciate the book's clear explanations and examples. They find it easy to read and understand, with a nice outline of important pieces to keep track of. The language is simple and there are plenty of images. While some readers would like more actualized examples, the book provides good information in a straightforward way that makes it easy to memorize.

"...The language is simple, and there are plenty of images...." Read more

"...It goes directly into the 22 "immutable" laws and backs each one up with examples and explanations, as does its accompanying "11 immutable laws of..." Read more

"...by itself is certainly a worthwhile read and provides a nice outline for important pieces not to lose track of as one builds a brand...." Read more

"The information is clear and concise. Some of the examples are a little dated but overall the advise is great...." Read more

28 customers mention "Dated content"6 positive22 negative

Customers find the book's content outdated. They mention that the internet information is outdated, and the printed catalogs are dated the day they were printed.

"This book is not even 20 years old (copy write 2002)and the information in this book is trash...." Read more

"Very interesting book but it's outdated, the first half is written in 2002 when the Internet wasn't the place to buy items ...." Read more

"...Further compounding this are extremely aging remarks - from the latest edition - along the lines of 'well, I suppose one day the internet will..." Read more

"This book has aged decently well but if you’re reading this in 2024 there’s better material to pick up and consume." Read more

Top reviews from the United States

  • Reviewed in the United States on March 15, 2008
    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.
    4 people found this helpful
    Report
  • Reviewed in the United States on November 13, 2020
    Man, what a true gem of a book there is when it comes to branding and core principles needed to build a great business. The 22 Immutable Laws of Branding and 11 Laws of Internet Branding is definitely a foundational book that any entrepreneur or aspiring entrepreneur must read along their journey. Al and Laura Ries do a great job of analyzing and simply explaining what it is that makes great brands stand out from generic ones. They highlight concepts and ideas that I hadn’t even thought of when it comes to certain brands and why I support some and not others.

    Not only does The 22 Immutable Laws provide great insight, but it is such an EASY read as well. I’m so surprised at how quickly I’ve been able to read and finish this book. That just goes to show the writing skill that Al and Laura possess along with their branding expertise. Very great book that will definitely be read again and again throughout my business and entrepreneurial journey. Highly recommend to any and all!
    5 people found this helpful
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  • Reviewed in the United States on December 21, 2009
    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.
    12 people found this helpful
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Top reviews from other countries

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  • Sergio
    5.0 out of 5 stars Good insights,
    Reviewed in Mexico on January 23, 2022
    Great/must addition to your knowledge bag
  • Ashil Thomas
    5.0 out of 5 stars Very Informative
    Reviewed in India on August 13, 2024
    The media could not be loaded.
    Have completed a few chapters so far and I find it really informative. Lot of tips n tricks we can understand from each chapter.
  • Petra Vigorelli
    5.0 out of 5 stars Top
    Reviewed in Italy on April 23, 2021
    Libro davvero completo, strutturato benissimo. Una guida passo passo che ti fa comprendere l'importanza ed i processi del branding
  • Rabri
    5.0 out of 5 stars Muy buen libro
    Reviewed in Spain on October 22, 2016
    Me parece un libro muy interesante, fácil y rápido de leer, con muchos ejemplos útiles, aunque se repite un poco habiendo leído antes "The 22 Immutable Laws of Marketing" del mismo autor.
  • Chris
    5.0 out of 5 stars Its kind of like the cheat sheet of branding
    Reviewed in Canada on June 9, 2015
    Very simple to get through and gives you the Basic Laws of everything Branding. Definitely worth the buy as I've used it for references a few times already. In addition, I should add that it is one of the most accessible books I've ever read. It only took me 2 days to read but I find that I keep going back to it as a summary reference guide of sorts. Its kind of like the cheat sheet of branding. Buy it in conjunction with Growth Hacker Marketing by Ryan Holiday and you'll be surprised at what you can do for your business.