22 Immutable Laws of Branding: How to Build a Product or Service Into a World-Class Brand

by Al Ries, Laura Ries, Laura Ries (Joint Author)

Overview

This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding

Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today's marketplace is to build your product or service into a brand—and provides the step-by-step instructions you need to do so.

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web. The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands. The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand.

Product Details

ISBN-13:	9780060007737
Publisher:	HarperCollins Publishers
Publication date:	09/17/2002
Edition description:	Reprint
Pages:	272
Sales rank:	15,891
Product dimensions:	7.37(w) x 9.25(h) x 0.68(d)

About the Author

Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.

Al Ries and his daughter and business partner Laura Ries are two of the world's best-known marketing consultants, and their firm, Ries & Ries, works with many Fortune 500 companies. They are the authors of The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, which was a Wall Street Journal and a BusinessWeek bestseller, and, most recently, The Origin of Brands. Al was recently named one of the Top 10 Business Gurus by the Marketing Executives Networking Group. Laura is a frequent television commentator and has appeared on the Fox News and Fox Business Channels, CNN, CNBC, PBS, ABC, CBS, and others. Their Web site (Ries.com) has some simple tests that will help you determine whether you are a left brainer or a right brainer.

Read an Excerpt

The Law of Expansion

The power of a brand is inversely proportional to its scope.Think Chevrolet. What immediately comes to mind?

Having trouble? It's understandable.

Chevrolet is a large, small, cheap, expensive car ... or truck.When you put your brand name on everything, that name loses its power. Chevrolet used to be the best-selling automobile brand in America. No longer. Today Ford is the leader.

Think Ford. Same problem. Ford and Chevrolet, once very powerful brands, are burning out. Slowly heading for the scrap heap.

Ford buyers talk about their Tauruses, Or their Broncos. Or their Explorers. Or their Escorts.

Chevrolet buyers talk about their ... Well, what do Chevy buyers talk about? Except for the Corvette, there are no strong brands in the rest of the Chevrolet car line. Hence, Chevy's brand-image problem.

Chevrolet has ten separate car models. Ford has eight. That's one reason Ford outsells Chevrolet. The power of a brand is inversely proportional to its scope.Why does Chevrolet market all those models? Because it wants to sell more cars. And in the short term, it does. But in the long term, it undermines its brand name in the mind of the consumer.

Short term versus long term. Do you broaden the line in order to increase sales in the short term? Or do you keep a narrow line in order to build the brand in the mind and increase sales in the future?

Do you build the brand today in order to move merchandise tomorrow? Or do you expand the brand today in order to move the goods today and see it decline tomorrow?

The emphasis in most companies is on the short term. Line extension, megabranding, variable pricing, and a host of othersophisticated marketing techniques are being used to milk brands rather than build them. While milking may bring in easy money in the short term, in the long term it wears down the brand until it no longer stands for anything.

What Chevrolet did with automobiles, American Express is doing with credit cards. AmEx used to be the premier, prestige credit card. Membership had its privileges. Then it started to broaden its product line with new cards and services, presumably to increase its market share. AmEx's goal was to become a financial supermarket.

In 1988, for example, American Express had a handful of cards and 27 percent of the market. Then it started to introduce a blizzard of new cards including: Senior, Student, Membership Miles, Optima, Optima Rewards Plus Gold, Delta SkyMiles Optima, Optima True Grace, Optima Golf, Purchasing, and Corporate Executive, to name a few. The goal, according to the CEO, was to issue twelve to fifteen new cards a year.

American Express market share today: 18 percent.

Levi Strauss has done the same with blue jeans. In order to appeal to a wider market, Levi introduced a plethora of different styles and cuts, including baggy, zippered, and wide-leg jeans. At one point, Levi's jeans were available in twenty-seven different cuts. And if you could not find a pair of jeans off the rack to fit, Levi's would even custom cut jeans to your exact measurements. Yet over the past seven years the company's share of the denim jeans market has fallen from 31 to 19 percent.

Procter & Gamble has done the same with toothpaste.

The 22 Immutable Laws of Branding. Copyright © by Al Ries. Reprinted by permission of HarperCollins Publishers, Inc. All rights reserved. Available now wherever books are sold.

Table of Contents

	Introduction	1
1	The Law of Expansion	9
2	The Law of Contraction	17
3	The Law of Publicity	25
4	The Law of Advertising	33
5	The Law of the Word	39
6	The Law of Credentials	49
7	The Law of Quality	57
8	The Law of the Category	65
9	The Law of the Name	73
10	The Law of Extensions	79
11	The Law of Fellowship	89
12	The Law of the Generic	97
13	The Law of the Company	105
14	The Law of Subbrands	113
15	The Law of Siblings	119
16	The Law of Shape	129
17	The Law of Color	135
18	The Law of Borders	143
19	The Law of Consistency	153
20	The Law of Change	159
21	The Law of Mortality	165
22	The Law of Singularity	171
	Index	173

What People are Saying About This

Scott Kay

This book is like a synthesizer. Using an impressive list of the world's best-known brands, it fine tunes the art of branding to its optimum levels, enabling you to make the right marketing decisions with utmost confidence.

Philip Kotler

Al Ries demonstrates that marketers need two skills: building a brand and keeping it alive. Through stellar company profiles and keen insights, this book will show them how, whether they're entrepreneurs or seasoned veterans.

Patrick M. Sullivan

Al Ries's laws of marketing turned my software company into a worldwide brand and the dominant player in a whole new software category. Anyone looking to market their company successfully has to read The 22 Immutable Laws of Branding.

Philip J. Romano

I could only wish that I'd had access to this book at the start of my career, the insights it provides are indispensable to anyone seeking to build their business into a recognized brand.