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The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand: Library Edition (Anglais)

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Description 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.

Présentation de l'éditeur

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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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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Amazon.com: 4.3 étoiles sur 5 221 commentaires
20 internautes sur 20 ont trouvé ce commentaire utile 
2.0 étoiles sur 5 Painful Read and Full of Bad Examples. 19 juillet 2016
Par John - Publié sur Amazon.com
Format: Format Kindle Achat vérifié
What a frustrating read from someone who believes there is more to a Company and its Products than just its brand.

First off... Ignore the entire last half of the book on anything web based (what they call "the Net"). To be fair..the book was written in 2002, a stone-age ago in terms of the Internet, but the narcissistic assumptions made are so far off.... Such as...
-Yahoo is the global leader in search and always will be (Google yet?)
-Amazon is the leader in online book sales, but will fail if they expand outside of books...
-eTrade will fail because of its name alone
-AOL/CompuServe will continue to dominate
-......and the list goes on.

Even for the first half of the book (and a part at the very end), read the suggestions/lessons, but not the examples that say such things as...
-GM/Chev have lost market share, because of their confusing product naming (Ever heard of quality coming into a customer's decision to purchase?!)
-Levi's failed because of branding (not because every other company made their jeans overseas at 10% the cost)
-Apple needs to stick to computers. No one wants to surf the web from their phone, or listen to music from their phone.
-Product always diverge, no one wants convergence (opposite of what a smart phone, table, PC, TV, Xbox is today?)...

In business schools we used to call books like this "airport business books" that sell to people rushing through airports with their flashy covers and catchy titles.

Again, read the first 22 laws, but ignore the examples. The authors wrote their law and then looked to the market to prove their point. Not research based where you have controls, variables and prove results based on research evidence.
Ignore the 11 laws of Internet Branding.
Go in knowing that everything to the authors is black-and-white and only their opinion matters.

I could go on ... but it would violate my law of moving onto better things.
7 internautes sur 7 ont trouvé ce commentaire utile 
3.0 étoiles sur 5 Very Outdated 8 février 2014
Par Kim Davis - Publié sur Amazon.com
Format: Format Kindle Achat vérifié
The first part of this book was really useful, and I was confident about the author's knowledge and insights. The 11 internet branding laws however made me doubt everything I just read.

It is a common problem for experts to think they are also experts in predicting the future I guess, but really...

"The Internet will be the first new medium that will not be dominated by advertising" laughable

"Amazon should stay focused on books and music"

"Yahoo is in no danger because it has a powerful dominant position in the portal category" hear that Google

"The PC, the Internet and TV will combine? It will never happen" LOL

"We won't have our palm pilot, phone and CD in one...Technologies don't converge, they diverge" tell that to my IPhone.

Of course hindsight is 20/20 vision and all that, but like I said the first part of the book is about being able to predict whether your brand will be successful and now I am doubting all that possibly good information
5.0 étoiles sur 5 Great read... even for the lay person. 27 mai 2017
Par D Caban - Publié sur Amazon.com
Format: Format Kindle Achat vérifié
I have a business background but no marketing/publicity experience. This book was a great, great (that is great two times) at teaching the fundamentals of branding and even when marketing and publicity come into the equation. A must for anyone wanting to create a service or product in this new marketplace. Especially online.
1 internautes sur 1 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Exceptional and Well Written 23 août 2016
Par Amazon Customer - Publié sur Amazon.com
Format: Format Kindle Achat vérifié
I've been around for a long time and was humbled by the information in this book. I realized how uninformed I really was. You're never too young or too old if you are in business to learn how and why branding works. I felt like I took a full semester of college in Branding and the read was hard to put down and it left me wanting more... An exceptional and well written book.
4 internautes sur 5 ont trouvé ce commentaire utile 
3.0 étoiles sur 5 Hit & Miss 27 février 2017
Par Zachary C. - Publié sur Amazon.com
Format: Broché Achat vérifié
The 22 Immutable Laws of Branding by itself is certainly a worthwhile read and provides a nice outline for important pieces not to lose track of as one builds a brand. On the other hand, the "BONUS" section that includes "The 11 Immutable Laws of Internet Branding" is a complete miss. It is sorely outdated and full of false predictions regarding how the internet would play out. Stick to the 22, but you can save yourself a lot of time by not even bothering with reading the 11 (unless you want a few good laughs).
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