22 Immutable Laws of Branding

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, this is the definitive work on branding, distilling the complex principles and theories espoused in other long-winded, high-priced professional marketing tomes into 22 quick and easy-to-listen-to vignettes. Pairing the brand-blazing strategies from the world’s best — like Coca-Cola, Xerox, 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 to define your category. . . even if you’re not first to market
• How overbranding equals underwhelming
• 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 provides the ammo you need to dominate your category and turn your product or service into a world-class brand.
When you call a book The 22 Immutable Laws of Branding, you’re pretty much ruling out Oprah’s Book Club as potential buyers. (Not that Oprah herself isn’t a terrific brand.) This is an audiobook for a narrow demographic: entrepreneurs, top managers, and public-relations directors. Coauthor Al Ries comes off like the eccentric genius that most of these managers keep in a basement office, only listening to when necessary. When he says, “The power of a brand is inversely proportional to its scope,” and hectors managers with the idea that “customers want brands that are narrow in scope,” you know he’s right (he backs himself up with dozens of examples), and you know it’s the last thing powerful, expansion-minded businesspeople want to hear. Coauthor Laura Ries, his daughter and marketing-firm partner, also reads sections. (Running time: 1.5 hours, one cassette) –Lou Schuler
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