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The 22 Immutable Laws of Branding
vBulletin Book Store > vBulletin books beginning with 2
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The 22 Immutable Laws of Branding |
Author: Al Ries
Published: 2002-09 |
List price: $18.95
Our price: $12.89
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Usually ships in 24 hours
As of: October 11th, 2008 08:56:28 PM
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Customer comments on this selection.
 in plain english
very easy to read, to the point...sometimes a little repetitive but that's ok...good for memorizing.
Exciting Book
This book is a classic. The language and content are so fresh you won't fail to be impressed even when you read it today.
[...]
 Half of this book is good for beginners, the other half is dangerous.
There are two parts to this book. One part is pure common sense to anyone vaguely aware of what branding is, and an excellent guide for beginners. The other part is almost pure fiction.
The basics of branding are very well defined and explained through examples. Ideas are grouped under logical categories named "laws" (i.e., to be unconditionally obeyed?) whereas the concept of "pattern" (i.e., truths that apply most of the time in certain non-exclusive conditions) would have been more appropriate.
The following excerpt is very characteristic of the self-confidence this book displays: Because the eye focuses red light behind the retina, red light appears to move toward you. Therefore, red is the color of energy and excitement.
As a reader, I don't have a hard time believing that red is the color of energy and excitement. I also trust scientific experiments that red focuses behind the retina. But the causality link between the two is, to me, as risky as unnecessary.
 Shoul dbe 22 sometimes laws of branding...
Good for branding basics, but once it dives into the "new world of the Internet" it stops being useful basically because every prediction they have about Internet companies and the mistakes they are making turn out to be wrong. The fact that you're looking at this review proves 1 prediction wrong, they predicted Amazon would die because it's straying from it's branding by expanding beyond books (its brand). They spend a lot of time talking how none of the old rules apply to the Internet, then they spend the rest of the book doing just that, applying the old rules to the Internet, and you can see just how wrong they were. That being said a lot of information can be learned about real world branding, and by seeing where they were wrong you can also deduce information about online branding.
Duh
This book was supposedly a classic on the subject of branding some years ago. It's age certainly shows, having gotten around to reading it only recently.
For me it was basically a far less captivating version of Douglas Rushcoff's "Media Virus" - for me, the true ground breaker on the subject of branding.
I suppose the problem with any popular book about branding is this: as soon as it's concepts are popularized and utilized by any and every below-the-line boutique marketing joint in town, the concepts are rendered obsolete.
Further compounding this are extremely aging remarks - from the latest edition - along the lines of 'well, I suppose one day the internet will really find it's feet and become an important part of the proccess'.
Do ya think...!
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