false http://photo.goodreads.com/books/1168444102m/33450.jpg 33450 2 To most observers, the Internet is too new a medium to draw any firm conclusions about how to use it for business. But the Rieses have already come up with 11 "immutable" laws. Each is somewhat counterintuitive, and a couple are downright debatable. Start with No. 1: the Law of Either/Or. It states that a Web site can be a business or a medium for information, but not both. Therefore, companies have to choose which purpose they want to use the Internet for. Is it a medium, a way to get out the message about an existing "outernet" business? An example of this would be a magazine that puts up a Web site to allow readers to sample its content and then order a subscription. Or is it a business, trying to make money by selling a product or service? The Rieses argue that when a company decides to do business on the Web, it's better off starting a new brand rather than trying to extend its existing name. Another debate might erupt over No. 10: the Law of Divergence. Rather than the Internet becoming a medium that combines radio, TV, and telephone service, the Rieses say technology always goes in the opposite direction--it splinters. They use the analogy of the combination car and boat someone once invented: it drove like a boat and floated like a car. Thus, the Internet will separate into different types of services but will never converge with TV and radio. <p>Only history will tell us if these laws are truly immutable, but one thing is certain now: there's not a paragraph in this book that isn't provocative in some way. Businesspeople may not take all the counsel the Rieses offer, but they'd be nuts not to at least consider it. <I>--Lou Schuler</I> 33526 1 6 2000 The 11 Immutable Laws of Internet Branding total:26|5:1|4:8|3:12|2:3|1:2| 26 81 35 3 1 0 false false Thu Jan 31 07:43:01 -0800 2008 Thu Jan 31 08:04:37 -0800 2008 more...]]> 0 0 false false Wed Apr 01 10:36:26 -0700 2009 Wed Apr 01 10:36:51 -0700 2009 0 0 false false Wed Oct 08 13:44:18 -0700 2008 Wed Oct 08 13:45:00 -0700 2008 3 0 false false Sun Nov 29 13:34:29 -0800 2009 Sun Nov 29 13:34:29 -0800 2009 0 0 false false Sun Sep 27 16:27:48 -0700 2009 Sun Sep 27 16:27:48 -0700 2009 1 0 false false Tue Jan 01 00:00:00 -0800 2002 Sat Sep 05 14:55:01 -0700 2009 Sat Sep 05 14:55:55 -0700 2009 3 0 false false Wed Aug 19 23:39:16 -0700 2009 Wed Aug 19 23:39:16 -0700 2009 3 0 false false Sat Aug 15 16:42:59 -0700 2009 Sat Aug 15 16:43:04 -0700 2009 3 0 false false Mon Aug 03 13:07:00 -0700 2009 Mon Aug 03 13:07:00 -0700 2009 3 0 false false Sat Jul 25 22:40:33 -0700 2009 Sat Jul 25 22:40:33 -0700 2009 3 0 false false Thu Jul 16 01:13:06 -0700 2009 Thu Jul 16 01:13:06 -0700 2009 0 0 false false Mon Jun 22 06:50:23 -0700 2009 Mon Jun 22 06:51:17 -0700 2009 4 0 false false Mon May 25 13:08:36 -0700 2009 Mon May 25 13:08:49 -0700 2009 0 0 false false Sat May 09 03:50:33 -0700 2009 Sat May 09 03:50:33 -0700 2009 4 0 false false Sun Apr 12 20:27:52 -0700 2009 Sun Apr 12 20:27:52 -0700 2009 0 0 false false Tue Mar 31 07:38:55 -0700 2009 Tue Mar 31 07:38:59 -0700 2009 0 0 false false Thu Jul 09 12:20:33 -0700 2009 Mon Mar 16 20:30:26 -0700 2009 Thu Aug 13 13:02:14 -0700 2009 2 0 false false Mon Dec 22 10:19:46 -0800 2008 Mon Dec 22 10:19:46 -0800 2008 3 0 false false Thu Sep 11 09:42:50 -0700 2008 Thu Sep 11 09:42:50 -0700 2008 4 0 false false Mon Aug 18 10:09:27 -0700 2008 Mon Aug 18 10:09:27 -0700 2008 http://www.goodreads.com/book_link/follow/8?book_id=33450