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The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand (Englisch) Taschenbuch – 17. September 2002

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Wird oft zusammen gekauft

  • The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
  • +
  • The 22 Immutable Laws of Marketing: Exposed and Explained by the World's Two: Violate Them at Your Own Risk
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  • Positioning: The battle for your mind. How to be seen and heard in the overcrowded marketplace
Gesamtpreis: EUR 42,85
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Amazon.de

When you call a book The 22 Immutable Laws of Branding, you're pretty much ruling out Oprah's Book Club as potential buyers. (Not that Oprah herself isn't a terrific brand.) This is an audiobook for a narrow demographic: entrepreneurs, top managers, and public-relations directors. Coauthor Al Ries comes off like the eccentric genius that most of these managers keep in a basement office, only listening to when necessary. When he says, "The power of a brand is inversely proportional to its scope," and hectors managers with the idea that "customers want brands that are narrow in scope," you know he's right (he backs himself up with dozens of examples), and you know it's the last thing powerful, expansion-minded businesspeople want to hear. Coauthor Laura Ries, his daughter and marketing-firm partner, also reads sections. (Running time: 1.5 hours, one cassette) --Lou Schuler -- Dieser Text bezieht sich auf eine vergriffene oder nicht verfügbare Ausgabe dieses Titels.

Pressestimmen

“Indispensable to anyone seeking to build a business into a recognized brand.” (--Philip J. Romano, CEO, Romano Enterprises)

“Al Ries demonstrates that marketers need two skills: building a brand and keeping it alive. Through stellar company profiles and keen insights, this book will show them how.” (--Philip Kotler, Professor of International Marketing, J.L. Kellogg Graduate School of Management, Northwestern University)

“Anyone looking to market their comapay successfully has to read The 22 Immutable Laws of Branding.” (--Patrick M. Sullivan, CEO, SalesLogix)

“Provides a worthwhile addition to the branding library. This book’s worth buying.” (--Atlanta Business Chronicle)

“If you want to...lasso consumers and burn brand identity into their minds, read this book.” (--Advertising Annual 1999)

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This book boils down to a few points, that are repeated many times. 22 laws? Probably a lot fewer.

- The more focused a brand is, the more powerful it is. A brand's power is determined by the customer. If your brand is unfocused, the brand image is weaker. For example, What’s a Chevrolet? A large, small, cheap, expensive car or truck.

- A narrow focus can lead to advantages: Greater selection than competitors in your category, better purchasing deals, cheaper prices than competitors. ---> Dominate the category

- Publicity more important than advertisements
Great way to generate publicity is by being the first brand in a category.

- Be the first to dominate your category, use advertising budget as a defence against competition. Basically you use advertisement to remind people you're already number one, the original, the real thing.

- A brand should strive to own a word in the mind of the consumer. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category. For example, Volvo is konwn for safety, BMW for being the ultimate driving machine.

- Authenticity and credentials. The leading brand usually gets automatic authenticity. When you don't have the leading brand, create a new category in which to claim leadership.

- The easiest way to destroy a brand is to put its name on everything. If you absolutely have to enter new categories, launch a new brand. Don't wind up with a Miller Lite. You want to make each brand as different and distinct as possible.

These are some of the good points made, the book could have been more concise however.
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Well worth reading, and although written a number of years ago, I still find it useful in getting the all-important topic of branding right. This book is useful whether you are a big company or a one-man show. The most useful theme for me is the need to focus in terms of products or services. They give great examples of mega famous companies who got it right - and who got it wrong and lost their focus.

Their initial predictions on convergence held true for many years, although these days where media and channels are in fact merging may mean that that is open to debate, however their immutable laws still seem to hold.

Highly accessible and readable with plenty of practical suggestions.
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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.
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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!
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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.
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