The 22 Immutable Laws Of Branding

The 22 Immutable Laws Of Branding by Laura and Al Ries

Review

Authors Al and Laura Ries again go overboard in their brand fanaticism. According to the authors, Pets.com went under because they used a keyword domain. And all this time I thought hundreds of dotcoms went under because they were fiscally irresponsible and spent millions of dollars promoting sites that had a snowflake's chance in hell of recouping advertising expenditures.

Pets.com spent $20 million a year on advertising. A tiny amount of market research would have saved them millions: consumers aren't going to, and never will, flock to the Internet to buy dog food.

WebVan.com rushed into the same folly. Consumers like to see, feel, touch, fondle, and otherwise molest their fruits and vegetables before buying.

Although the brand chauvinism evidenced in this book is mind-numbing, it is still a very intriguing read. I highly recommend The 22 Immutable Laws Of Branding.

Chapter List

The 22 Immutable Laws of Branding

1 The Law of Expansion
2 The Law of Contraction
3 The Law of Publicity
4 The Law of Advertising
5 The Law of World
6 The Law of Credentials
7 The Law of Quality
8 The Law of the Category
9 The Law of the Name
10 The Law of Extensions
11 The Law of Fellowship
12 The Law of the Generic
13 The Law of the Company
14 The Law of Subbrands
15 The Law of Siblings
16 The Law of Shape
17 The Law of Color
18 The Law of Borders
19 The Law of Consistency
20 The Law of Change
21 The Law of Mortality
22 The Law of Singularity

The 11 Immutable Laws of Internet Branding

1 The Law of Either / Or
2 The Law of Interactivity
3 The Law of the Common Name
4 The Law of the Proper Name
5 The Law of Singularity
6 The Law of Internet Advertising
7 The Law of Globalism
8 The Law of Time
9 The Law of Vanity
10 The Law of Divergence
11 The Law of Transformation

Other Books By Al Ries

Positioning by Al Ries and Jack Trout

The Fall of Advertising and the Rise of PR by Al and Laura Ries