Branding. Dubbed by many the "marketing buzzword" of the late '90s, everyone knows that building your product or service into a bona fide brand is the only way to cut through the clutter in today's insanely crowded marketplace.
The only question is, how do you do it?
Learn the laws of branding in the branding bible: The 22 Immutable Laws of Branding. Brilliant, bold, and mercifully brief, this is the definitive work on branding, distilling the complex principles and theories espoused in other long-winded, high-priced professional marketing tomes into 22 quick and easy-to-listen-to vignettes. Pairing the brand-blazing strategies from the world's best, like Coca-Cola, Xerox, and Starbucks, with the world-renowned marketing savvy of best-selling author Al Ries and his daughter Laura Ries, The 22 Immutable Laws of Branding builds on the huge international success of The 22 Immutable Laws of Marketing and provides the expert insight you seek on business's hottest topic in less time than an airplane ride.
And perhaps most important of all:
Smart and accessible, The 22 Immutable Laws of Branding provides the ammo you need to dominate your category and turn your product or service into a world-class brand.
(P) and ©1998 HarperCollins Publishers, Inc., All Rights Reserved, Harper Audio, a division of HarperCollins Publishers
This book, along with Innovator's Dilemma, are in my pantheon of great business book. Solid rules to follow in developing your brand, as well as concrete examples backing up the author's assertions.
As an audiobook, it's short and pithy. I love this book. Just a few days ago, listening to it gave me an idea for a new product.
Loaded with examples of effective and ineffective branding, the book takes a beginner through the concepts of building and maintaining a brand. Extra points for being narrated by the actual authors.
I like this book. The ideas are basic but extremely useful. However... Laura Ries's voice sounds like a 12 year old girl. Not exactly easy to listen to for extended periods of time.
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