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

3.92  ·  Rating details ·  1,824 Ratings  ·  115 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 gu
ebook, 272 pages
Published October 6th 2009 by HarperCollins e-books (first published July 30th 1998)
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(showing 1-30)
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Loy Machedo
Mar 08, 2012 rated it did not like it  ·  review of another edition
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
Charlie Tembresa
Apr 02, 2009 rated it really liked it  ·  review of another edition
Shelves: owned
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
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
David Boctor
Oct 20, 2014 rated it it was amazing  ·  review of another edition
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
Mar 08, 2009 rated it really liked it  ·  review of another edition
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.
Vinoth Srinivasan
Do's and Don't of building a brand. Gives a fulfilled insights on Branding.
Omar Khateeb
Dec 31, 2016 rated it it was amazing  ·  review of another edition
Shelves: marketing, branding
Al Ries is the father of brand positioning, so when he and his daughter came out with this book I had to get. I

It builds on some of the foundation found in the immutable laws of marketing, but it adds a new dynamic with pictures and cases studies.

I have used this book (and the case studies) to deploy strategies and also educate clients about why we take certain routes for their marketing. One example is that the birth of a brand happens through publicity/PR, and the rise of it and protection of
Aug 18, 2017 rated it really liked it  ·  review of another edition
A good book, a bit old, it has some dated examples, but it's still good, very objective and to the point, I realize how many things influence a brands feel, being a designer of course I didn't like the part where it talks about logotypes being more effective if they are words and not images, it uses mobil as an example but being honest mobil is one of those logos that look really old but it's just there so you accept it, it's not because "it transcended the test of time". Still good book. Recomm ...more
Alan Wang
Jan 01, 2017 rated it really liked it  ·  review of another edition
Useful read. Offers a nuanced perspective as opposed to generic information.

1. The Law of Expansion - the power of a brand is inversely proportional to its scope

2. The Law of Contraction - a brand becomes stronger when you narrow its focus. Limit line extensions

3. The Law of Publicity - the birth of a brand (startup phase) is achieved with publicity, NOT advertising

4. The Law of Advertising - once born, a brand needs advertising to stay healthy. Don't say you have a "better" product because cons
Jeremiah Ross
they get a star for providing the corp vs consumer psychology of mega, super, and sub-brands; and a second for attempting to briefly discuss the historic pofitabilty of various strategies. The remainder of the book DID NOT AGE WELL
Michelle Falk
Dec 09, 2016 rated it it was amazing  ·  review of another edition
Shelves: nonfiction
Changed everything. I learned so much from this. Lots of what is said, you will have heard before but it's very well laid out and explained here.
Laurent Destrooper
Brilliantly simple
Feb 24, 2017 rated it really liked it  ·  review of another edition
The last 11 chapters about internet are really painful to read in 2016. Almost all predictions were wrong
Ricardo Herrera
Great book with key principals of branding. A great start for those looking to start a business or brand a product.
Jan 15, 2017 rated it really liked it  ·  review of another edition
Shelves: read-books
The book has simple but good to consider points and visions.
Mar 20, 2017 rated it liked it  ·  review of another edition
Shelves: overdrive
Good primer on what goes into good branding. Recommend.
Mar 07, 2017 rated it liked it  ·  review of another edition
This book has a lot of worthwhile examples of how to brand and scope your product. In summary, a decent product with an excellent marketing strategy will succeed, whereas a great product with a confusing product name will flounder. The first part of the book is very valuable, pick a unique name, clearly define market space to dominate, once you are known for something don't stray from that. Volkswagen made small cars, Little Caesars was know for buy one get one free - "pizza pizza", etc.

The sec
Adam Wiggins
Oct 01, 2016 rated it really liked it  ·  review of another edition
Shelves: business
Short and readable manifesto on branding.

Examples of great brands, according to the author: Coca-Cola, Kleenex, Jell-O, Band-Aid, Rollerblade, Rolex, Lexus, BMW, FedEx, Kodak, Nintendo, Tide, Heinz, Visa, Goodyear, Zippo.

Some qualities of such brands:

- Has a simple, memorable proper name versus a longer and more descriptive generic name (good: "Tide" bad: "Protor & Gamble Home Laundry Detergent"; good: "Microsoft" bad: "International Business Machines")
- Describes what's in the box ("I'll ha
Nov 05, 2010 rated it it was ok  ·  review of another edition
"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
Jan 28, 2011 rated it liked it  ·  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
Paula Kramer
I had to force myself to finish this one. It was about some people going on a trip and all the things that happened to them. There was no action and I found it slow moving with no character development. It sure wasn't my kind of book. Glad that one is over!!!
Gerhard Peters
I found this book good but it is a bit outdated. It was written in 2002 and some of the companies profiled have vanished or are not in the top position anymore. Google is not mentioned in the book, which makes sense because Google really only took of from 2002 to 2004. Although I gained excellent insight for brand building from the book I disagree with some aspects. The authors state that internet search engines will decline in importance. They believe that people will have a natural tendency to ...more
Oct 05, 2013 rated it really liked it  ·  review of another edition
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
Mar 11, 2011 rated it liked it  ·  review of another edition
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
Tiago Soares
This book was written many years ago but it got it right. You will read it today and still find all the info valuable.

Like in many other fields, this book probably will never get old because it contains all the fundamentals for this area. And that's it1! That's all you need to know on a fundamental level.
Usually , we are always looking for the fast way to get X and Z. We want to skip the hard work and ignore what seems so 'logic' and does not reveal nothing special. We always believe there must
Jan 11, 2014 rated it did not like it  ·  review of another edition
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
Jan 23, 2010 rated it it was ok  ·  review of another edition
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
Jan 11, 2015 rated it really liked it  ·  review of another edition
Shelves: non-fiction, business
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
Peggy Nehmen
Mar 27, 2016 rated it liked it  ·  review of another edition
Shelves: biz-books
Copyright was 1998 — a lot has changed in 18 years! Chapter 21, “The Law of Morality — No brand will live forever. Euthanasia is often the best solution." Ha ha ha, "Yet the Nursing Home for Drying Brands does a booming business with millions in advertising and promotional dollars being spent to keep terminally ill brands on life-support systems."

I forced myself to finish this book. So much was outdated. But, brands are still "a singular idea or concept that you own inside the mind of the prosp
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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...

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“Futurist Faith Popcorn goes even further. By the year 2010, she predicts, 90 percent of all consumer products will be home-delivered. “They’ll put a refrigerator in your garage and bar code your kitchen. Every week they’ll restock your favorites, without your ever having to reorder. They’ll even pick up your dry cleaning, return your videotapes, whatever you need.” 1 likes
“What should a brand leader advertise? Brand leadership, of course. Leadership is the single most important motivating factor in consumer behavior.” 1 likes
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