The 22 Immutable Laws of Branding
by Al Ries, Laura Ries

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Book Reviews of The 22 Immutable Laws of Branding

Book Review: "Yeah, right," I said
Summary: 5 Stars

I wouldn't say those other books were a waste of time, but I'm confident that this one has more immediately useful information than all of them taken together. And I'm stunned that it as easy read, not only informative but *fun*.

This edition is the one you want, as it combines the 22 laws with the other 11 that pertain very specifically to the Internet. By the time you get through the first few, you will find yourself looking at every brand -- on television, in the stores, on your own shelves -- in a whole new light. One of the prime models, coincidentally enough, is Amazon.com itself. The authors' comments on this very site will probably open your eyes to how remarkable the Bezos legacy has been.

I've barely finished, yet this book has already helped steer me better as to some website questions I had been studying. It's already paid for itself ten times over, & I am certain that the benefits have only begun. The simple, clear differentiation between a company name & a brand name has, by itself, been a unique lesson, & I've taken to heart the stern warnings (& wonderfully absurd object lessons) against line extensions & brand dilution.

Don't let the somewhat bizarre cover put you off (as it did me). This is one of the few books that I intend to re-read on a regular basis, & I will read more Reis titles in the near future.

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