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The 22 Immutable Laws of Branding

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The 22 Immutable Laws of Branding

Von: Al Ries, Laura Ries
Gesprochen von: David Drummond
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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 Geschäftsentwicklung & Unternehmertum International Management & Leadership Marketing & Vertrieb

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The book starts with truly timeless laws of branding and the authors are very convincing. However, in the second part of the book - the immutable laws of internet branding - the content is outdated. Even though it is interesting (and sometimes funny) to hear what the authors thought 10 years ago about the internet and it's development, time has proven them incorrect in some of their most vehement declarations. Many of the company examples used as great leaders then have failed over time and some of their advice to companies has proven to be quite the oposite. The best example would be amazon - today the "everything store" and dominant player - should stick to selling books only according to the authors. Also, "convergence will never, ever happen and no one will ever want to have one device for internet, messages, TV or music". This was written in the same year as the Apple iPhone debute. Of course it is almost impossible to predict a case where a former bookseller (amazon) becomes a relevant producer in the movie industry... In order to keep the book relevant and not have these impossible predictions taint the fundamental laws of branding, an update should be done or the second part simply eliminated from the current version.

Needs an update

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The first part of the book shows a clear competence in Branding. It is great to have 11 laws that can guide especially start-up entrepreneurs in the process of branding their product. My recommendation is to skip the second part of the book and which is all about predicting the future 15 years ago. The authors made good reasoning but they might waste your time...better use your time to hear the first 11 laws twice...

Great summary and overview on Brandbuilding

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I can recommend part 1. Part is interesting insofar as you get to hear how people thought of the internet in 01/02 and how wrong they were. worth a listen

Part 1 is great. Part 2 is outdated

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Spannend, welche Sichtweise damalige Experten auf die Digitalisierung und das Internet hatten….

Suchmaschinen würden an Relevanz abnehmen…

Amazon solle sich auf das reine Buchgeschäft fokussieren…

Apple sollte das Produktportfolio sehr schmal halten…

Abgesehen von diesen sehr überzeugend vorgetragenen extremen (falschen) Ansichten, beinhaltet dieses Buch jedoch gute basics, um sich dem Thema Branding anzunähern.

Teilweise stark outdated - gewisse Basics trotzdem spannend

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