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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
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Customer Reviews

Most Helpful

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Good, but out of date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This book is vastly out of date. Even the portion that relates to the internet is out of date, and I think many of the "laws" they present need to be looked at again, because they have been proven wrong by the success of smaller, more modern brands.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

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4 of 4 people found this review helpful


By Ravi on 03-01-15

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!

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1 of 1 people found this review helpful

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Customer Reviews

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By Mr Jason S Hill on 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

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2 of 2 people found this review helpful


By David on 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.

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1 of 1 people found this review helpful

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Customer Reviews

Most Helpful

By Robert King on 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.

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