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Publisher's Summary

This marketing classic has been expanded to include new commentary 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.

©2002 Al Ries and Laura Ries (P)2014 HarperCollinsPublishers

What members say

Average Customer Ratings

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    1 out of 5 stars
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    1 out of 5 stars

Not relevant, good for a laugh

A bit dated, hilarious predictions of Amazon. Good principles (some). Not to be taken too seriously though.

1 of 1 people found this review helpful

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    3 out of 5 stars
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    3 out of 5 stars
  • Dave C.
  • 2014-09-07

Good, but out of date

Would you recommend this book to a friend? Why or why not?

Maybe, only if they had no understanding of branding at all.

How would you have changed the story to make it more enjoyable?

Made some effort focusing toward small businesses. Almost ever single case study in the book is geared toward large corporations, but I highly doubt the core readership is made up of corporate CEOs and/or Brand Managers.

What about David Drummond’s performance did you like?

It was good, but I am tired of corporate book voice overs always sounding robotic.

Any additional comments?

This book is vastly out of date. Even the portion that relates to the internet is out of date, and I think many of the "laws" they present need to be looked at again, because they have been proven wrong by the success of smaller, more modern brands.

Also, some of the laws talked about outright conflict with each other. It's hard to know which way to turn with the ideas in this book because they seem to be incongruous.

4 of 4 people found this review helpful

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    2 out of 5 stars
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  • Justice Campbell
  • 2018-04-23

Dated

Dated and out of touch with the market today. Very little useful information because of the book’s major focus in later chapters on the internet evolution from an early 2000s perspective when no one really knew what is going to happen and that situation is still persisting.

1 of 1 people found this review helpful

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    5 out of 5 stars
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  • Topherwayne
  • 2018-03-30

A little dated but great fundamentals

The content is a little dated "Yahoo is the giant for a reason" but the fundamentals are solid!
Who is Google?

Most of their predictions did well.

1 of 1 people found this review helpful

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    4 out of 5 stars
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  • Kalob Taulien
  • 2017-11-24

Old but gold

The first 11 laws of branding are for physical brands and those are amazing. The last 11 are for internet brands and some of the info is quite dated. what was holding true in the early 2000s no longer applies, so take the last half of the book with a grain of salt. Still very good information through!

1 of 1 people found this review helpful

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    3 out of 5 stars
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  • Trevor
  • 2017-09-05

A bit dated

some of the predictions are wildly incorrect, like search engines are going away and people won't watch video and movies on their phones.

1 of 1 people found this review helpful

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  • Farouq
  • 2017-06-15

Some Laws Proven Wrong

This book was written quite some time ago, during the time that Yahoo was the dominant force of the internet. This gives us an advantage to see if some of the laws are really immutable laws or just theories

Some examples where they got it terribly wrong
1. Amazon should just stick to selling books
2. Apple should stop manufacturing both hardware and software. Just focus on 1
3. TV and internet will never be together
4. palm pilot + telephone + cd player will never become 1 single device

However, many of the laws indeed have been proven to stand the test of time

As for the narrator, I felt as if I was listening to commercial. Never really felt a connection with him

1 of 1 people found this review helpful

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    1 out of 5 stars
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  • Brad Kostka
  • 2017-05-17

doesn't hold up

don't buy. advice is dated and flat out wrong. Amazon shouldn't move Beyond books? Really?

1 of 1 people found this review helpful

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    3 out of 5 stars
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  • Erick Torres
  • 2016-11-15

outdated but strong core

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1 of 1 people found this review helpful

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    4 out of 5 stars
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  • Ravi
  • 2015-03-01

Indeed Immutable despite dated examples

What did you love best about The 22 Immutable Laws of Branding?

The insights are indeed invaluable.

How would you have changed the story to make it more enjoyable?

Examples are dated. An updated version would have been great.

What does David Drummond bring to the story that you wouldn’t experience if you just read the book?

He brings the book to life. I love his narration (what would you call it for non-fiction books?)...I started searching for books he read.

Did you have an extreme reaction to this book? Did it make you laugh or cry?

Yes, at times some anecdotes or examples did make me laugh!

1 of 1 people found this review helpful

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    3 out of 5 stars
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    3 out of 5 stars
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  • Amazon Customer
  • 2019-05-04

Great but out dated for now

Its. great book, but for the present time examples are out dated. and some show that it worked even though the author said it would not for example Amazon