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The 22 Immutable Laws of Branding & The 11 Immutable Laws of Internet Branding: How to Build a Product or Service Into a World-Class Brand
This marketing classic has been expanded to include new commentary and a bonus book: The 11 Immutable Laws of Internet Branding.Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today's marketplace is to build your product or service into a brand--and provides the step-by-step instructions you need to do so.The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web. The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands. The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand.
272 pages, Audio CD
Published April 22, 2014
26 people are currently reading
297 people want to read
About the author
Al Ries
54books372followersAlfred Paul Ries was an American marketing professional and author. He was the cofounder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries is credited with resurrecting the idea of "positioning" in the field of marketing.
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Displaying 1 - 24 of 24 reviews
March 18, 2022
The 22 Immutable Laws of Branding is a combination of ‘The 22 Immutable Laws of Branding� and ‘The 11 Immutable Laws of Internet Branding�, two of the most simplified books related to marketing penned by the well-known father-daughter duo Al Ries and Laura Ries. The book is focused more on students and professionals who are new to the vertical of marketing and branding and is more of a travel book due to the short and crisp explanations and easy-to-understand language.
The chapters start with words of wisdom. Some of them are counterintuitive and make complete sense. The author has left no stones unturned while explaining the laws; if you possess some decent observatory skills and look around, the laws hold intact even in today’s environment.
Talking about the pros and cons of the content that this book features, except for the to-the-point theoretical explanations, the author has added a plethora of different examples of implementations of the rules or ‘immutable laws. Since this book was published almost 3 decades ago, the references are quite old, impertinent, and thus, unrelatable. For a simple example, the book still refers to Amazon as a book store with enormous success potential in the near future. This ‘plethora of examples� is one of the key reasons after a point in time the book might seem a tad bit repetitive to some readers.
Marketing and creativity move hand in hand, so the term ‘laws� is technically untrue. Situations change with time. I’m not criticizing the authors, for they are not omniscient; the point is that things change, the future is uncertain, and you can't believe everything you read.
As mentioned earlier, this book is not for experienced individuals. If you’re someone who is either working (example, as a brand manager) in the field of marketing, or are highly skilled in the subject (example, as a professor) you’ll hate this book the second you finish reading the preface.
To conclude, I’d like to say the book is worth a read, is fun to read, but not something to be used as research material. You might skip some parts due to the repetitiveness but overall it's a decent experience.
The chapters start with words of wisdom. Some of them are counterintuitive and make complete sense. The author has left no stones unturned while explaining the laws; if you possess some decent observatory skills and look around, the laws hold intact even in today’s environment.
Talking about the pros and cons of the content that this book features, except for the to-the-point theoretical explanations, the author has added a plethora of different examples of implementations of the rules or ‘immutable laws. Since this book was published almost 3 decades ago, the references are quite old, impertinent, and thus, unrelatable. For a simple example, the book still refers to Amazon as a book store with enormous success potential in the near future. This ‘plethora of examples� is one of the key reasons after a point in time the book might seem a tad bit repetitive to some readers.
Marketing and creativity move hand in hand, so the term ‘laws� is technically untrue. Situations change with time. I’m not criticizing the authors, for they are not omniscient; the point is that things change, the future is uncertain, and you can't believe everything you read.
As mentioned earlier, this book is not for experienced individuals. If you’re someone who is either working (example, as a brand manager) in the field of marketing, or are highly skilled in the subject (example, as a professor) you’ll hate this book the second you finish reading the preface.
To conclude, I’d like to say the book is worth a read, is fun to read, but not something to be used as research material. You might skip some parts due to the repetitiveness but overall it's a decent experience.
February 27, 2024
Kannski frekar 3.5 stjarna. Hafði mjög gaman af þessari. Mikið um alhæfingar og blammeringar sem eru ekki byggðar á neinu nema tilfinningum rithöfundanna. Dæmin sem tekin eru samt skemmtileg og það er gott flæði í textanum. Sum lögmálin eru samt of lík og á tímum velti ég fyrir þér hvort höfundar hafi verið að ströggla við að ná lögmálunum upp í 22
December 26, 2024
What I loved about this book is the part where they talk about CATEGORY DESIGN.
The 22 Immutable laws must be taken with a pinch of salt and the book was written a generation ago.
The wisdom is in trying to understand how some of those laws were broken.
The way the book is written is quite interesting the under currents of category design were ever present throughout the book.
Most of these laws take root in category design which the author has written PLAY BIGGER is the name of the book, followed by many more books about category design by CATEGORY PIRATES.
I have also read another 22 IMMUTABLE LAWS OF MARKETING book by the same authors, most of the laws have become obsolete but I pretty much enjoyed reading the book, I read them for the case studies. The Case studies of various brands that tried to circumvent or overcome the laws and failed in what i read these books for.
The fun is actually in understanding how a few players have understood how to twist these laws and others have figured out how to break these laws with some out of the box strategies and rewrote these laws for the next generation of the businesses.
Of course the book needs updating but that does not mean that the book is bad. The book serves as a Glimpse into the past.
It is very interesting to see the past frozen in time in this book and also understand where the authors have erred and how time changed many things that the authors have held as cardinal rules in the branding game.
The funny part is that the authors themselves have clearly exposed that breaking any of those laws will yield a new paradigm. If you can break any laws of branding, you have build yourself a new category and a new business.
I loved reading the book thought, it might be incorrect at certain locations but at the end of the day, it wasn't boring, it was an entertaining and exciting read. The author is able to keep the reader asking for more i.e. what rule comes next and that is good enough to turn the pages of the book.
The 22 Immutable laws must be taken with a pinch of salt and the book was written a generation ago.
The wisdom is in trying to understand how some of those laws were broken.
The way the book is written is quite interesting the under currents of category design were ever present throughout the book.
Most of these laws take root in category design which the author has written PLAY BIGGER is the name of the book, followed by many more books about category design by CATEGORY PIRATES.
I have also read another 22 IMMUTABLE LAWS OF MARKETING book by the same authors, most of the laws have become obsolete but I pretty much enjoyed reading the book, I read them for the case studies. The Case studies of various brands that tried to circumvent or overcome the laws and failed in what i read these books for.
The fun is actually in understanding how a few players have understood how to twist these laws and others have figured out how to break these laws with some out of the box strategies and rewrote these laws for the next generation of the businesses.
Of course the book needs updating but that does not mean that the book is bad. The book serves as a Glimpse into the past.
It is very interesting to see the past frozen in time in this book and also understand where the authors have erred and how time changed many things that the authors have held as cardinal rules in the branding game.
The funny part is that the authors themselves have clearly exposed that breaking any of those laws will yield a new paradigm. If you can break any laws of branding, you have build yourself a new category and a new business.
I loved reading the book thought, it might be incorrect at certain locations but at the end of the day, it wasn't boring, it was an entertaining and exciting read. The author is able to keep the reader asking for more i.e. what rule comes next and that is good enough to turn the pages of the book.
March 5, 2021
Al Ries is a world-renowned marketing expert and bestselling author. Along with Jack Trout, Ries is credited for creating the concept of “positioning� in the field of marketing.
In The 22 Immutable Laws of Branding, Al Ries and his daughter and business partner Laura Ries examine branding strategies from the world’s best brands, including Coca-Cola, BMW, and Starbucks, to provide you with the expert insight you need to build a world-class brand.
In The 22 Immutable Laws of Branding, Al Ries and his daughter and business partner Laura Ries examine branding strategies from the world’s best brands, including Coca-Cola, BMW, and Starbucks, to provide you with the expert insight you need to build a world-class brand.
September 30, 2023
Content in it gives a lot of food for thought for entrepreneurs and business leaders. There are is a main theme that is hammered in each chapter and it leaves an impression on you. I think the book was a little superfluous in some areas, where a law (or chapter) was created to make the same point as another chapter. But it could be seen as coming from another angle to arrive at the same thematic point.
February 20, 2019
Ihan ok perusteos brändeistä, tosin omaan makuuni turhan kapea näkökulma. Loputtomia ja taas loputtomia samojen asioiden toistelua erityisesti yrityksen nimen valinnasta, tuntui ettei se esimerkkien luettelu lopu koskaan.
Tunnustan että jouduin lukemaan loppuun vähän väen vängällä kun olin kerran päättänyt. Ei kovin näkemyksellinen.
Tunnustan että jouduin lukemaan loppuun vähän väen vängällä kun olin kerran päättänyt. Ei kovin näkemyksellinen.
November 21, 2020
The book combined two previously written books: "The 22 Immutable Laws of Branding" and "The 11 Immutable Laws of Internet Branding".
The first part's information seemed not to age much, and I learned from it a lot.
But the second book's information was outdated. It was from the year 2000 or so when the web was starting.
The first part's information seemed not to age much, and I learned from it a lot.
But the second book's information was outdated. It was from the year 2000 or so when the web was starting.
March 28, 2025
A bit outdated, but there are some valuable nuggets in here. I find it hard to differentiate a lot of the key principles in this one versus the 22 immutable laws of marketing. I feel they just wrote one about branding, and one about implementing it through tactics but a lot of the principles are the same. A good skim but you probably don’t have to read it all.
October 11, 2019
Just read the 22 laws of branding, not the 11 laws of internet marketing as that section is quite outdated.
Breaks concepts down really simply, however is rigid on the rules. Some rules I do agree with, others not so much.
Breaks concepts down really simply, however is rigid on the rules. Some rules I do agree with, others not so much.
July 18, 2020
The book is outdated. Many of these rules are timeless, but many examples are outdated.
Also, personally, I find all the excessively long lists of examples annoying. 3 examples for each category would suffice, not This and That and That and That and That and That and That and That and That and That and That and That and That.
Also, personally, I find all the excessively long lists of examples annoying. 3 examples for each category would suffice, not This and That and That and That and That and That and That and That and That and That and That and That and That.
February 4, 2021
A soup of the marketing laws. Trade-offs and hot-fixes are introduced in ways of brand making that I don’t even expect there are 22 laws (10s).
Perhaps, counting 22 is a way of marketing so I should not care and the soup is delicious for a business dawn so far.
Perhaps, counting 22 is a way of marketing so I should not care and the soup is delicious for a business dawn so far.
December 10, 2022
Most of the rules may be timeless, but many of the examples are so outdated that they become distracting. Additionally, the internet section was from such a different age, that many of the rules don't even apply. I would completely skip the internet section if reading again.
April 28, 2023
Comically out of date. The second half of the book has advice about AOL-era internet branding. Last section warns against convergence. The TV and VCR combo never sold so who’s going to want a phone and fax machine and CDPlayer combo in their pocket?
July 31, 2020
The internet laws are too outdated atm unfortunately.
January 17, 2021
Quite good. A little outdated.
August 11, 2021
I should have checked the copyright. This is outdated and disappointing.
Read
December 31, 2022"What's a brand? A singular idea or concept that you own inside the mind of the prospect. It's as simple and difficult as that."
March 5, 2023
22 Laws of Branding is
11 Laws of online is ***
11 Laws of online is ***
December 11, 2023
Candy read: not super nutritious, a little dated, but decent background brain food
March 2, 2024
Starts off cool. As the book progresses, it seeps into outdated information. Not worth the purchase
August 19, 2024
It's one of those must-haves.
February 4, 2025
Good ideas, but v similar to 22 laws of marketing.
December 9, 2023
neutral value, ok some interesting points
Displaying 1 - 24 of 24 reviews
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