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

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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.

This is a father and daugther book that in fact tries to use the brand of The 22 Immutable Laws of Mrketing (in itself an excellent book) by the father and Trout. Unfortunately, they manage to sell this book, because they use this branding (title, cover, structure, the Reis name) to suggest that it is as good and revolutionary as the original. Unfortunately, it is neither. There exists a number of good books on the market what regards branding, this is not one of them. But you have to admire their use of branding in selling the book to an unsuspecting public, even though I find it morally questionable.

The best thing about this book is the short chapters: it isn't some unweildly volume that will gather dust on the shelf. It's a resource to re-visit, re-read and bring more fresh thoughts to mind. Whilst the 'laws' are integrated, and you'll find references in some chapters to other 'laws' in the book, you don't have to read it cover-to-cover every time you pick it up. Having said that, you could do so in a spare afternoon! Worth keeping close to hand.

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!

A very easy read. Lots of good examples. Although its quite some time since the book was published most content is still quite applicable. Good to read if you want to know the essentials in a condensed form.

When I saw this book sitting on my boy-friends desk I picked it up and flipped through it just for fun. However, a couple of hours later I finished up reading it. The book is fun to read although it is consided a business book.

In terms of the book itself: Ries & Trout make a substantial contribution to our understanding of a subject which many people really do not understand. In essence, marketing is the process by which to create or increase demand for whatever is sold. In fact, Ries & Trout provide a convincing argument for Law 23: There are no immutable laws of marketing. The great value of this book lies in the challenges it poses to conventional thinking. The book is dedicated to "the elimination of myths and misconceptions from the marketing process." So many organizations combine the responsibilities for marketing and sales in the same position (e.g. Vice President of Sales & Marketing); the predictable result is that neither marketing nor sales is effective...nor could it be.

How reliable are those 22 "immutable laws"? Obviously, Ries & Trout believe in them. Check them out. Judge for yourself. Consider each in direct correlation with what your organization has done, is doing now, and currently plans to do in the future. And be especially skeptical of all assumptions and premises which, could well nourish and thereby perpetuate the ideology of comfort and the tyranny of custom. Ries & Trout presumably share O'Toole's concern about organizational decay which inevitably results from efforts to sustain the status quo. As Ries & Trout explain with compelling clarity, in marketing as in every other other area of organizational operations, all assumptions and premises should be suspect.

However, check it out yourself!

They never taught you any of this stuff while you were getting your MBA! This book is a must read, must have for anyone who has anything to do with marketing. The book definitely has a product focus, but many of the ideas can also be used for services. (Selling the Invisible is a good book if you are more into the service area - but definitely read this one as well.) The author does tend to overplay his ideas of the success or failure of a product strictly on branding (without looking at marketplace changes) but if you can overlook his bias - you will get a lot of mileage out of this book.

El libro ejemplifica muy bien de lo que se trata de crear marcas líderes dentro del mercado, con extractos de marcas de talla internacional. En definitiva: un libro altamente recomendable.

Al Ries and Jack Trout make another substantial contribution to our understanding of a subject which many people really do not understand. In essence, marketing is the process by which to create or increase demand for whatever is sold. In fact, Ries and Trout provide a convincing argument for Law 23: There are no immutable laws of marketing. The great value of this book lies in the challenges it poses to conventional thinking. The book is dedicated to "the elimination of myths and misconceptions from the marketing process." So many organizations combine the responsibilities for marketing and sales in the same position (eg Vice President of Sales & Marketing); the predictable result is that neither marketing nor sales is effective...nor could it be.

How reliable are those 22 "immutable laws"? Obviously, Ries and Trout believe in them. Check them out. Judge for yourself. Consider each in direct correlation with what your organization has done, is doing now, and currently plans to do in the future. And be especially skeptical of all assumptions and premises which, as James O'Toole suggests in Leading Change, could well nourish and thereby perpetuate "the ideology of comfort and the tyranny of custom." Ries and Trout presumably share O'Toole's concern about organizational decay which inevitably results from efforts to sustain the status quo. As Ries and Trout explain with compelling clarity, in marketing as in every other other area of organizational operations, all assumptions and premises should be suspect. See Law #23.

I had to read this book for a project at work. I found it very easy and enjoyable to read. Even though it is written for Sr. Executives who are able to make major decisions in organizations, I found lots of valuable information.