The 22 Immutable Laws of Branding: How to Build a Product or
ISBN: , SKU: , AUTHOR: Ries, Al / Ries, Laura, PUBLISHER: HarperBusiness, Branding. Dubbed by many ong>theong> "marketing buzzword" ong>ofong> ong>theong> late nineties, everyone knows that building ong>yourong> product or service inong>toong> a bona fide brand is ong>theong> only way ong>toong> cut through ong>theong> clutter in ong>toong>day's insanely crowded marketplace. ong>Theong> only question is, ong>howong> do you do it? Learn ong>theong> laws ong>ofong> branding in "ong>theong> branding bible: "ong>Theong> 22 Immutable Laws ong>ofong> Branding. Brilliant, bold, and mercifully brief, "ong>Theong> 22 Immutable Laws ong>ofong> Branding is ong>theong> definitive text on branding, distilling ong>theong> complex principles and ong>theong>ories espoused in oong>theong>r long-winded, high-priced prong>ofong>essional marketing ong>toong>mes inong>toong> twenty-two quick and easy-ong>toong>-read vignettes. Pairing ong>theong> brand-blazing strategies from ong>theong> world's best--like Coca-Cola, Xerox, BMW, Federal Express, and Starbucks--with ong>theong> world-renowned marketing savvy ong>ofong> bestselling author Al Ries and his daughter Laura Ries, "ong>Theong> 22 Immutable Laws ong>ofong> Branding builds on ong>theong> huge international success ong>ofong> "ong>Theong> 22 Immutable Laws ong>ofong> Marketing and provides ong>theong> expert insight you seek on business's hottest ong>toong>pic in ong>lessong> ong>timeong> than an airplane ride. Find out: Why you will fail ong>toong> create a brand through advertising, sales promotion, public relations, or fancy packaging ong>Howong> overbranding equals underwhelming Why a brand in any category should welcome oong>theong>rs like it ong>Howong> ong>toong> define ong>yourong> category...even if you're not first ong>toong> market Why creating a sense ong>ofong> auong>theong>nticity may be even more important than five-star quality ong>Howong> ong>toong> use advertising ong>toong> keep ong>yourong> brand alive Why no brand lives forever--and ong>howong> best ong>toong> read its vital signs and put it out ong>ofong> its misery ong>yourong>self Whygood old-fashioned publicity may be ong>theong> missing link in ong>theong> brand-building process Why giving ong>yourong> brand ong>theong> right name is perhaps more important than ong>theong> brand itself and perhaps most important ong>ofong> all: ong>Howong> ong>toong> own a word in ong>theong> mind ong>ofong> ong>theong> consumer Smart and accessible, "ong>Theong> 22 Immutable Laws ong>ofong> Branding is an easy-ong>toong>-refer-ong>toong> primer that provides ong>theong> ammo you need ong>toong> dominate ong>yourong> category and turn ong>yourong> product or service inong>toong> a world-class brand.