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The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand

3.88 of 5 stars 3.88  ·  rating details  ·  1,077 ratings  ·  67 reviews
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 gur
Paperback, 272 pages
Published September 17th 2002 by HarperBusiness (first published July 30th 1998)
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Loy Machedo
I remember reading The 22 Immutable Laws of Marketing as a young man. And boy! was in absolute awe, aplomb and amazement for these two writers!
Their wisdom, their wit and their wonderful research was something I never ever forgot.
It was a book worthy of my respect for a life time to come.

Fast forward to the here and now.....

I spot this book at a leading book store.
I grab the book.
After all those childhood memories, I am prepared to devour this book as I know it will bless my soul that yearns for
Stephen Cheng
It's fun reading in the sense that People magazine can be fun reading. If you're wondering how companies view their brands, it gives a good overview in an easily digestible style. Some of the conclusions can range from eye-rolling to simply laugh-out-loud in the sense that if all you have is a branding hammer, then everything looks like a branding nail. Similarly, some of the predictions in here were proven to be totally off, but that's the nature of predictions in general. I guess it'd be more ...more
Charlie Tembresa
Truth to tell, there isn’t really 22 laws but just 2 laws. The first law is to maintain uniqueness, remain focus with your message by being consistent, and don’t muddle your message by trying to become “everything” to everyone. The second law is that a 100% domination of the market is impossible because not everybody has the same need and thus wouldn’t equally appeal to your brand message and purchase your product. If you get 50% + 1 market share, be happy and move on and create another brand. T ...more
David Boctor
11 chapters of genius followed by 11 chapters of not genius

the first part of the book gives great insight into human psychology. if you're launching a new product or struggling with growth it's worth a read.
The following 11 chapters, however, reveal that the authors are not prescient. in my opinion, the authors fail to recognize the inevitable consequence of their prescribed strategy. namely, the inevitable fatigue that will occur from an excessive choice of brands. years have passed this book
Claire Ragin
I am very skeptical about calling these concepts "laws" rather than "ideas that are important to consider but are far from immutable". For instance, saying that Bud Light is not a brand, and that it weakens the Bud brand...without looking at the potential loss of market share if they didn't have a dog in a competitive new race. They would probably say that Apple's iPod and iTunes were bad ideas. They don't seem to consider aspects of business *other* than branding. And the internet section is so ...more
As we are starting a new business I found this book to be very valuable to insure we defined our new company in the marketplace.
This is an excellent introduction to branding, why it's important, and how to do it right. What I found most helpful was their emphasis on not complicating or diluting a brand; with new product extensions or as an umbrella for multiple lines and business units. The book is organized in quick chapters, each highlighting one law. Each chapter is also prefaced with a solid example. I read the 1998 version, and found their points even more credible based on the longevity of the brand cases they cite ...more
Mar 31, 2011 Chris rated it 3 of 5 stars  ·  review of another edition
Recommends it for: Marketing and advertising majors, Marketing exes, Entrepreneurs
If you ever wanted to know the rules that will help keep your company and product afloat then this is the book to read. The author, Al Ries, has written these laws for anyone in business, from entrepreneur to corporate exes, to follow and learn from.

The nice thing about the format of this book is that he gives nice examples of companies that have followed this law and companies that have not, and what those consequences are for each. If you ever wanted to know which is the best method for getti
"The 22 Immutable Laws of Branding" was primarily written by Laura Ries - Al Ries was a co-author on the book. I rank this book a solid 3-star book because the insights / examples provided far outweigh any concerns / problems I found with the book. This book caused me to look at advertising / marketing from a different perspective in my daily life.

I liked "The 22 Immutable Laws of Branding" for the following reasons:

It flat out states the importance of marketing & branding, which is importan
I was introduced to this invaluable and concise book by Bill Anderson, professor at my alma mater (Emerson College, Boston), as a requisite for the Brand Management course I took. Long after I graduated, I found myself coming back to these pages to remind myself of the simple but effective laws prescribed in the book. I'm no longer working in marketing and business development, and the book is sitting in some cupboard, untouched for a long time. But I believe that understanding branding is impor ...more
Nikki Chee
This review has been hidden because it contains spoilers. To view it, click here.
Will Burns
I’ve read this book before in print format, but it’s one I come back to regularly. For anyone who wants to understand branding, either expert or not, this is a great resource. It break down the brand management principles concisely and provides a great way for people to understand why some brands succeed and why others fail. I will continue to revisit this through my career.
One of the worst branding/designs books I've read in a while. Repetitive to the point of being condescending, listing the same 5 brands and same 1 thesis statement (spoiler: keep your brand focused. That's it). I found myself disagreeing with a lot of their opinions and "proof" (implying causation with correlation), my favorite of which was their over-confident prediction that Amazon would tank if it proceeded to branch out from selling only books. Hello! Also not their fault, but terribly out o ...more
Al Ries wrote THE book on positioning in the early 80s and changed marketing and the way marketers viewed their craft. For the new brand marketer, this book is a good introduction. For the seasoned marketer, a good refresher and a way to remember the most salient points.
Fernando Torre
I wouldn't call the laws immutable, since I can think of many exceptions. However, this does not take value away from the advice given. Branding is a different and useful way of looking at marketing by limiting and narrowing your focus in order to make it easier for customers to associate your brand with a concept or product.
Nguyên ngộ ngộ
The book gave lot of new thoughts about building brand. Maybe cause this is the second book of this type I've read.
Several laws, I think they're the same but the rest of them are very useful for me to creat a new brand carefully.
The laws are the same, but examples need to be refreshed. Many of the examples are repetitive, which makes distinguishing the laws somewhat challenging--distinct examples should be used for each law. And many of the examples are dated. The second half--The 22 Immutable Laws of Internet Branding--seem even more dated than the first half, perhaps because everything moves so fast with ecommerce. Additionally, the Internet laws are less punchy than the first half. The original 22 laws are each neatl ...more
Good book! Few ideas are outdated and some brands are dead against author's expectations. But this also could teach you :-)

Преводът на български има някои глупави грешки като превод на супи Кемпбъл като сапун и описанията на супата като описания на сапун... За някои марки и продукти преводачът въобще не е знаел какво превежда.
I was surprisingly interested in this little book. I read a dated version, but the principles of focusing on a singular idea when branding seemed so simple even though no one really followed it. The American impulse is to expand but the authors recommend a separate brand over expanding into uncharted territory. here are the gems:
own a word
be specific with that word choice
a brand is most golden when it's the first to do something
logos are best designed horizontally
competition (choice) increases d
Ayoola Stephen Efunkoya
The ideas in this masterpiece on branding are so fresh and highly applicable today even though the book was originally written about 15 years ago.

It's definitely on my to re-read list!
Contains some interesting thoughts for the complete marketing newbie that I am. At the same time, it's very repetitive and wrt. the internet branding part, quite outdated. What's completely missing are the scientific explanations on why these "laws" work the way they do.
Tim Woods
Everything Al Ries produces is brilliant, and highly entertaining.
Philip Sugai
Few deep or actionable insights. Disappointing...
José Ruelas
Magnífico. Claro,digerible y con muchos ejemplos. Lo que casi todo libro debería tener.
Dilara Şebnem
"Tam 22 tane hap niyetinde bilgiler"
Good but the examples are outdated.
Kushmakar Sharma
If you have read "22 Immutable laws of marketing", this book has little to offer. Quite a few pages are dedicated to the point that "line extensions never work". Many laws towards the middle of the book, though differently worded, seemed to point towards this fact alone. The author seems to be belaboring the point in order to fill pages or meet the count of 22.
Daniel Demarle
Dated but some useful ideas
Only read the summary for it. and seems to be a good and solid book.
I'd already read a lot of what was in this book from some of the other marketing books I've read recently. But if you're looking for a book to give you the basics, this would be a good book. The version I read included "The 11 Immutable Laws of Internet Branding" - I learned more there, although some of it is outdated. That's to be expected, given how quickly the Internet changes. Good book overall, though - lots of examples, easy to read, etc.
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Al Ries is a marketing professional and author. He is also the co-founder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries coined the term "positioning", as related to the field of marketing, and authored Positioning: The Battle For Your Mind, an industry standard on the subject.
Ries graduated from DePauw Unive
More about Al Ries...
The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk Positioning: The Battle for Your Mind: How to Be Seen and Heard in the Overcrowded Marketplace Marketing Warfare The Fall of Advertising and the Rise of PR Focus: The Future of Your Company Depends on It

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“What should a brand leader advertise? Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.” 1 likes
“Today brands are born, not made. A new brand must be capable of generating favorable publicity in the media or it won’t have a chance in the marketplace. And just how do you generate publicity? The best way to generate publicity is by being first. In other words, by being the first brand in a new category.” 1 likes
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