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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

Overall

  • 4 out of 5 stars
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    70
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    38
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Performance

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Story

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  • Overall
    3 out of 5 stars
  • Performance
    4 out of 5 stars
  • Story
    3 out of 5 stars
  • Dave C.
  • Mission Viejo, CA
  • 09-07-14

Good, but out of date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This book is vastly out of date. Even the portion that relates to the internet is out of date, and I think many of the "laws" they present need to be looked at again, because they have been proven wrong by the success of smaller, more modern brands.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

  • Overall
    2 out of 5 stars
  • Performance
    2 out of 5 stars
  • Story
    2 out of 5 stars

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

  • Overall
    5 out of 5 stars
  • Performance
    5 out of 5 stars
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    5 out of 5 stars

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

  • Overall
    4 out of 5 stars
  • Performance
    5 out of 5 stars
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    4 out of 5 stars

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

  • Overall
    3 out of 5 stars
  • Performance
    4 out of 5 stars
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    3 out of 5 stars

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

  • Overall
    4 out of 5 stars
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    4 out of 5 stars
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    4 out of 5 stars

Great reading in 2017 but a little outdated

It's a great book and it will improve your perspective; it's a valuable read. However it's a little outdated in some of its examples. If you can overlook that then you will get a lot of value out of this book if you are a new student of branding or want to refresh on the core concepts.

1 of 1 people found this review helpful

  • Overall
    3 out of 5 stars
  • Performance
    3 out of 5 stars
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    4 out of 5 stars

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

  • Overall
    1 out of 5 stars
  • Performance
    3 out of 5 stars
  • Story
    2 out of 5 stars

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

  • Overall
    3 out of 5 stars
  • Performance
    3 out of 5 stars
  • Story
    2 out of 5 stars

outdated but strong core

jjjsjsjsnsb a a a a a a. s d d d d. d d d d d d d d d d d d ahshs d

1 of 1 people found this review helpful

  • Overall
    4 out of 5 stars
  • Performance
    5 out of 5 stars
  • Story
    3 out of 5 stars

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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    4 out of 5 stars
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  • Mr Jason S Hill
  • 05-05-15

Laws 10/10

The main body gets 10/10 but the last two chapters on the Internet are out dated. Still an excellent listen

3 of 3 people found this review helpful

  • Overall
    2 out of 5 stars
  • Performance
    3 out of 5 stars
  • Story
    2 out of 5 stars
  • David
  • 09-05-16

Never predict the future ....

This 22 immutable laws of Branding is painfully dated, the examples given to prove the authors points have often been superseded by a completely different turn of events. This destroys or at least undermines the credibility of the material.
There are nuggets of insight and it is an introduction to the world of branding but on balance I really wouldn't waste your time trawling through this, dated and irritating and often embarrassingly wrong book.
Sorry to be negative but I really cannot recommend.... Disappointing.

2 of 2 people found this review helpful

  • Overall
    4 out of 5 stars
  • Performance
    5 out of 5 stars
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    5 out of 5 stars
  • Kaleb Forte Rodrigues
  • 04-25-18

good content

the Internet chapters are very like the branding chapters. but it brings new concepts if you think he was taking about internet in 2004... good specially for those who has a businness out of the net.

  • Overall
    3 out of 5 stars
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    5 out of 5 stars
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    2 out of 5 stars
  • Andrew Hill
  • 12-17-17

Outdated (re 22 laws online branding)

I'm not sure if the author mentioned Google once in the second half of the book and referred to Yahoo as the biggest search engine which I'm not sure has been true for many years, the book was published early 2000s though. However, it is still a great book otherwise. I look forward to the next edition.

  • Overall
    5 out of 5 stars
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    4 out of 5 stars
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    4 out of 5 stars
  • Tadas
  • 11-01-17

If you building a brand, well worth it!

If you building a brand, well worth to read/listen to it once. Lots of eye opening golden nuggets, especialy about what we call now "Riches are in the Niches".

Book requires updating. Most predictions was right but many not. Especially about amazon.com I wish I had a copy of this book back in 1998.

  • Overall
    3 out of 5 stars
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    3 out of 5 stars
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    3 out of 5 stars
  • Gaz
  • 09-28-17

Dated

Some good, timeless, information but even with the inclusion of an internet section a lot of the predictions are now dated.

  • Overall
    2 out of 5 stars
  • Performance
    5 out of 5 stars
  • Story
    2 out of 5 stars
  • Amazon Customer
  • 07-31-17

Interesting but a little out of date

The concepts are interesting but often have been disproven - the book is seriously out of date

  • Overall
    5 out of 5 stars
  • Performance
    5 out of 5 stars
  • Story
    4 out of 5 stars
  • Abdul
  • 03-23-17

Great branding

Very good book. Worth listening to again and again. Money well spent. Branding at its best

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    4 out of 5 stars
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  • Robert King
  • 03-03-17

Good listen but dated

Would you listen to The 22 Immutable Laws of Branding again? Why?

Yes, the fundamentals are still relevant.

Any additional comments?

I found some of the content dated especially references to brand names and their positioning at the time the book was written. Brands and their performance has changed, it would be great to have the material updated to reflect the changed world. I would listen to an updated edition if available.