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The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand: Library Edition [Version coupée, Livre audio, CD] [Anglais] [CD]

Al Ries , Laura Ries , David Drummond
4.0 étoiles sur 5  Voir tous les commentaires (1 commentaire client)

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Description de l'ouvrage

22 avril 2014

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.

--Ce texte fait référence à une édition épuisée ou non disponible de ce titre.

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Descriptions du produit

Revue de presse

Dans un marché saturé, une marque forte est une garantie. Ce livre résume les principes des années 90 sur la politique de marque : pourquoi on ne construit pas sa marque seulement sur la publicité ou le packaging, pourquoi la concurrence n'est pas nécessairement dangereuse, pourquoi l'authenticité est plus importante que la qualité... et surtout comment inscrire une marque dans l'esprit du consommateur. Un ouvrage très agréable à lire, écrit par un vrai spécialiste du capital que constitue une marque. -- Idées clés, par Business Digest --Ce texte fait référence à une édition épuisée ou non disponible de ce titre.

Biographie de l'auteur

Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.

--Ce texte fait référence à une édition épuisée ou non disponible de ce titre.

Détails sur le produit

  • CD
  • Editeur : Blackstone Audiobooks; Édition : abridged edition (22 avril 2014)
  • Langue : Anglais
  • ISBN-10: 1483005992
  • ISBN-13: 978-1483005997
  • Dimensions du produit: 17,1 x 15,9 x 3,2 cm
  • Moyenne des commentaires client : 4.0 étoiles sur 5  Voir tous les commentaires (1 commentaire client)
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Commentaires client les plus utiles
4.0 étoiles sur 5 A Must for Any Entrepreneur 30 avril 2013
Par Jeremie
Format:Broché|Achat vérifié
Even an accomplished business person will find some interesting laws in this condensed but rich manual.
Each law relates to a particular company success to expose its principle.
For example, the Law of Fellowship, which underlines why it is important for 2 similar companies to be based nearby (ej. Nero and Starbucks or McDonald's and Burger King).
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Commentaires client les plus utiles sur Amazon.com (beta)
Amazon.com: 4.1 étoiles sur 5  152 commentaires
116 internautes sur 124 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Then 1 Immutable Law of Al Ries 6 juillet 2000
Par Steve Finnie - Publié sur Amazon.com
Format:Relié
Focus. Don't do a line extension to save your life.
OK, this book is great and should be read by anyone involved in marketing (I mean come on, who doesn't have the 3 hours it takes to read this book). Unfortunately one serious drawback is that he uses plenty of examples to support his claims. Huh? Why is that a negative? Here's why: because it gets the reader to think of plenty of counter-examples that contradict his points. As another reviewer suggested the claim of "immutable" laws of marketing is a bit bold, but what the book does provide is food for thought in a highly readable context.
You gotta give the guy credit though. He takes a stand. And there's a lot to be said for taking a viewpoint and standing by it in today's middle of the road world.
If you don't feel up to reading "Focus," "Positioning," or some of the other texts by Al Ries, this one provides a lot of the insights in bite size pieces.
Despite the knocks against it listed above there are a few points worth acknowledging: 1. Al Ries is a legend in marketing. 2. It's a good, fun read with many useful examples worth keeping in mind when developing marketing strategies. 3. By reading it for yourself you can develop examples to refute a lot fo the laws and move along the path towards critically evaluating branding strategies.
55 internautes sur 65 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 An excellent read on a key issue in business today 22 août 2002
Par Dan E. Ross - Publié sur Amazon.com
Format:Relié
The 22 Immutable Laws of Branding was primarily written by Laura Ries - Al Ries was a co-author on the book - in case anyone didn't know. Such information is available at their website. I rank this book a solid 5 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 which is what I use to evaluate if something is a 5 star book
I loved The 22 Immutable Laws of Branding for the following reasons:
1. It flat out states the importance of marketing & branding, which is important to separate in the readers' mind before beginning. As they state "Marketing is building a brand in the mind of the prospect. If you can build a powerful brand you will have a powerful marketing program. If you can't, then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective."
2. The Ries' call it like they see it. Excellent examples of marketing / advertising stupidity / effectiveness are provided.
3. They talk about the plethora of products that are produced each year.
4. They discuss how businesses must get inside a consumer's mind (AKA positioning) to win the war. Volvo = safety, BMW = Ultimate Driving Machine, Mercedes = prestige, Toyota = Reliability, Ford = ?, Chevy = ?. The Ries' clearly spell out an excellent reason as to why the U.S. automanufacturers are getting killed.
5. The book illustrates, as did the 22 Immutable Laws of Marketing, how companies dilute their brands through line extensions (I personally believe this due to my personal experience / buying patterns and observations of others.)
6. They point out the increasing importance of PR (public relations) compared to advertising. This is the subject of a new book by the father / daughter. Basically PR launches a product and advertising gives it life support is their main assertion.
I disliked The 22 Immutable Laws of Branding for the following reasons:
1. Overlap from prior books is definitely occurring. I have noticed this with Jack Trout's recent books too. I would estimate that 15% - 20%, at a minimum, of Trout's recent books and this book have been stated in one form or another in their prior works.

2. Some of the examples provide clearly refute other examples provided. On page 100 they state "the Mustang and former CEO of Chrysler Corporation (two powerful brand names.) In prior examples the authors clearly state that the brand is the maker of the company. Volvo = safety, BMW = driving machine, etc (you will find such features in all their vehicles -maybe not in Volvos convertible.) What does Chrysler stand for again? Minivans? I haven't exactly noticed it in their advertising......for a long time...
Conclusion: Buy the book. It is well worth the time and money. Most of my reviews are in business / economics and I encourage people to read them, whether here on Amazon or at my personal website. If you are interested in another good marketing book I highly recommend Differentiate or Die by Jack Trout or Seth Godin's book on permission marketing / launching an ideavirus. If you are interested in other subjects I would encourage you to read The Worldly Philosophers by Robert Heilbroner if you are interested in economic history - the book is international in scope and deals with the lives and times of the most famous economists in history. If you are interested in economic development / evolution of U.S. property history I would encourage you to read Hernando DeSoto's Mystery of Capital but note his lack of focus on corruption in certain countries. A great general business book is by the management guru Peter Drucker entitled "The Essential Drucker."
46 internautes sur 55 ont trouvé ce commentaire utile 
4.0 étoiles sur 5 YOU'LL BE "INVOLVED" WITH THIS LITTLE RIES CAMEO 29 octobre 2003
Par Shashank Tripathi - Publié sur Amazon.com
Format:Broché
I write reviews on Amazon rather avidly. When I started reading this particular book, I knew it would be a good number to review. So I started marking everything in the book that I disagreed with or that I felt was worth commenting on.
That the Ries duo relies on sweeping statements (e.g., "Quality of a product doesn't matter. It's all about brands.") hardly made my intentions any easier. Needless to say, my copy of 22 Immutable Laws of Branding is riddled with lots of ink and copious sidenotes. There is a lot I said "Really?" to while reading.
But maybe that's the thing I adore about Ries Inc. Their books are anything but boring manuals on a topical issue so relevant to almost anyone in business. I was "involved" with this book like I have seldom been with a work of non-fiction. I adored and went all retrospective with the "Law of the Name" and the "Law of Globalism". The writing is trippy, semi-provocative and hence absolutely delectable in a piece of work such as this!
Do I recommend it? Wholeheartedly. A wonderfully satisfying read. Just keep your discerning senses about you and think twice before wrapping your (brand management) career around all the advice this book proffers.
Noteworthy: The whole book is also available in a PDF version, if you are not particularly averse to on-screen reading.
32 internautes sur 38 ont trouvé ce commentaire utile 
3.0 étoiles sur 5 Good, but please! don't expect nirvana 18 février 1999
Par Un client - Publié sur Amazon.com
Format:Relié
I can't believe some of these other reviews. Some guy gave it 5 stars and admitted that he hadn't read it yet! I assume that isn't a plant, because it's too stupid to be a plant.
The book is good, thought-provoking, and has some real insights. HOWEVER, it is a little simplistic, and it's written for the brand manager of Coke. For those of us without 80+ years of brand history behind us yet, some of his advice isn't relevant. Also, some of his conclusions are just too simplistic: "Symbols are overrated and don't matter much anyway" (paraphrasing). Come on. You can't tell me the swoosh isn't a powerful asset, and the authors admit it, but they poo-poo the entire concept.
Section on naming is very insightful. And the hard advice on expansion is right on! Overall, good, and worth buying for any marketing person. But, this is definitely NOT the bible. Come on, people!
15 internautes sur 17 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 To focus and place a word in the prospect mind! 11 mars 2002
Par wing-sze TAI - Publié sur Amazon.com
Format:Relié
I have read a few books written by Ries and there are two ideas that are emphasized again and again, that is, to focus and to place a word in the prospect mind. This book is no exception. The laws of branding built in this book are based on these two concepts.
"Marketing is building a brand in the mind of the prospect". I totally agree. People are exposed to an over-communicated environment, to place a word in the prospect mind can surely lead your company to success. In fact, in customers' mind, there is no difference between your products and your competitors'. Only by building a brand can you differentiate your company from its competitors.
I also agree that brand building is not just for marketing department but for the entire company, as a brand is not only composed of its name but also of its product, service, environment, communication and behavior of the company. Everything a company does is related to brand building. Therefore, apart from the name that includes the logotypes and the color, this book also provides us with a lot of ways to do with the brand. For examples, to focus in its scope, to achieve it with publicity and maintain it with advertising, to promote the category rather than the brand, to distinguish it from the company, to avoid using subbranding etc.
This book is clear in the format and the content, illustrated by plenty of examples of what not to do and lessons on how to brand in the customer's mind! I can get a lot of insights from it.
This book is worth reading! I highly recommend you to read it!
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