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
Présentation de l'éditeur
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.
- 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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Meilleurs commentaires des clients
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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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.
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
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