(click to buy at amazon)
Author: Al and Larua Ries
Title: The 22 Immutable Laws of Branding + The 11 Immutable Laws of Internet Branding
Read: Spring 2007
Format: Text
Reviewer: bek
Al and Laura Ries are a father and daugther institution. They've been able to write books including Immutable and Laws in the title
for several years. This book combined two of their tomes into one repetitive guide.
- The Law of Expansion
- The Law of Contraction
- The Law of Publicity
- The Law of Advertising
- The Law of the Word
- The Law of the Credentials
- The Law of Quality
- The Law of the Category
- The Law of the Name
- The Law of the Extensions
- The Law of the Fellowship
- The Law of the Generic
- The Law of the Company
- The Law of the Subbrands
- The Law of the Siblings
- The Law of Shape
- The Law of Color
- The Law of Borders
- The Law of Consistency
- The Law of Change
- The Law of Mortality
- The Law of Singularity
All of these points from the book are about focus. Your branding show be narrow and focused. Succesful branding programs create in the mind of
the prospect that there is no other product on the market like yours. Branding programs by definition can't appeal to everyone. In this way
they are different than advertising. So, in the 22 laws, the book makes sure you focus narrowly on the branding efforts that make your product
successful and don't drift.
In the *bonus* coverage, these are the 11 laws of internet branding.
- The Law of Either/Or
- The Law of Interactivity
- The Law of the Common Name
- The Law of the Proper Name
- The Law of Singularity
- The Law of Internet Advertising
- The Law of Globalism
- The Law of Time
- The Law of Vanity
- The Law of Divergence
- The Law of Transformation
This book was written before the failures of the dot.com era. As such, many of their laws sound more like predictions and end up being wrong.
The first few laws focus on domain names and resonating in the mind of the customer. The book completely misses the dominance of search
and advertising that has characterized the second phase of the web dominated by Google.
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