3 Review(s)

The 22 Immutable Laws of Branding New Ed Edition is a marketing classic that offers clear cut  text on branding while quoting instances from some of the best brands in the world, like Volvo, Heineken and Rolex. The book conveys that it is possible to emerge in today’s marketplace only if the  product or service is built into a brand. It provides step-by-step instructions that should be kept in mind while building a brand. The 22 laws demonstrate that marketers need two skills: creating a brand and how to keep it alive, and these form an essential read on building a superlative brand. As per the laws, the most essential feature of a brand is its single-mindedness. It is a unique concept that you own within the prospect’s mind. Also no brand lives forever and its power is inversely proportional to its scope, and it can only become stronger when its focus is narrow. Al Ries is regarded as the most popular marketing strategist in the world. He has authored international bestsellers like Focus: The Future of Your Company Depends on It and Positioning: The Battle for Your Mind. Ries was selected as one of the most influential people in the field of public relations by PR Week magazine in 1999. Laura Ries, his daughter, is a graduate from Northwestern University and is also a partner in Ries & Ries. She has co-authored The 22 Immutable Laws of Branding. Together, they run the Atlanta-based consulting firm Ries & Ries from where they consult with major companies all over the world.