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Publisher's Summary

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.

Find out:

  • Why you will fail to create a brand through advertising, sales promotion, public relations or fancy packaging.
  • How to define your category...even if you're not first to market.
  • How overbranding equals underwhelming.
  • Why good old-fashioned publicity may be the missing link in the brand-building process.
  • Why giving your brand the right name is perhaps more important than the brand itself.

And perhaps most important of all:

  • How to own a word in the mind of the consumer.

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

What members say

Average Customer Ratings

Overall

  • 3.9 out of 5.0
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  • 3.9 out of 5.0
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Story

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Sort by:
  • Overall

Difficult to listen to

Laura Ries was difficult to listen to. I am going to opt for the book instead!

5 of 5 people found this review helpful

  • Overall

Good book... bad narration

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.

5 of 5 people found this review helpful

  • Overall
  • Jim
  • Santa Clara, CA, USA
  • 03-02-07

One of the best business books out there

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.

2 of 2 people found this review helpful

  • Overall
  • Performance
  • Story

honestly idk

much of the content seems outmoded, especially since we move towards and Era where UX is more important than brand. I guess listen to it if you just want to see what mfs thought like LAST DECADE rofl

1 of 1 people found this review helpful

  • Overall
  • Performance
  • Story
  • A. R.
  • California
  • 08-11-16

Short yet Useful

The book was short but useful for a beginner. It would be a very good read from the first-time business owner to a corporate exec. The list style makes it easy to keep track of and understand the important considerations.

1 of 1 people found this review helpful

  • Overall
  • Performance
  • Story

Excellent straight forward content

Get content and goes directly into the concepts and skips the story telling except to show an example of the concept where it worked and what happens when you don't do what they recommend. Really good. Definitely going to re-read

1 of 1 people found this review helpful

  • Overall
  • Performance
  • Story

Great

As a individual looking to build upon my understanding of branding practices, I would recommend to others.. Definitely food for thought!!

1 of 1 people found this review helpful

  • Overall
  • Performance
  • Story

Corporate

The information is good! I agree with it completely and it taught me a few good things such as PR over Advertising. i just wish it went into the Entrepreneurial aspects of branding more.

1 of 1 people found this review helpful

  • Overall
  • Jen W
  • Illinois
  • 06-18-10

Succint, to the point, specific

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.

1 of 1 people found this review helpful

  • Overall

Painful

I loved the 22 laws of marketing. This was like a poor sequel.

1 of 2 people found this review helpful