Publisher 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

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.

Author Biography

Al Ries is one of the world's best-known marketing strategists. He is the co-author of such best-selling books as The Battle for your Mind; Marketing Warfare; and The 22 Immutable Laws of Marketing, and the author of Focus: The Future of Your Company Depends on It. 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. Ries & Ries can be visited on the Web at

Review

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

Kirkus UK Review

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)

Long Description

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

Review Text

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

Details