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47 Reviews
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 (22)
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3 star:
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5.0 out of 5 stars "Yeah, right," I said
I do a little consulting in marketing & branding. I've got five other books on branding sitting on the shelf, & I've plowed through four.
I wouldn't say those other books were a waste of time, but I'm confident that this one has more immediately useful information than all of them taken together. And I'm stunned that it as easy read, not only informative but...
Published on April 20 2004 by Anthony D Ravenscroft

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3.0 out of 5 stars Great Ideas, but this book is dated. Ignore the 'prognostication'
What is a brand? Is it a name? A logo? A funky design or attitude? A brand is a symbol for an idea. More specifically, a brandname is a word that can be uttered in any country, in any 'language' and mean the same thing. If a company is consistent and strong in repeating the same message over and over, in time, its brandname will become synonymous with an idea. If the...
Published on Dec 7 2011 by Michael A. Robson


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3.0 out of 5 stars Good, but please! don't expect nirvana, Feb. 17 1999
By A Customer
This review is from: 22 Immutable Laws Branding (Hardcover)
I can't believe some of these other reviews. Some guy gave it 5 stars and admitted that he hadn't read it yet! I assume that isn't a plant, because it's too stupid to be a plant.
The book is good, thought-provoking, and has some real insights. HOWEVER, it is a little simplistic, and it's written for the brand manager of Coke. For those of us without 80+ years of brand history behind us yet, some of his advice isn't relevant. Also, some of his conclusions are just too simplistic: "Symbols are overrated and don't matter much anyway" (paraphrasing). Come on. You can't tell me the swoosh isn't a powerful asset, and the authors admit it, but they poo-poo the entire concept.
Section on naming is very insightful. And the hard advice on expansion is right on! Overall, good, and worth buying for any marketing person. But, this is definitely NOT the bible. Come on, people!
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5.0 out of 5 stars Impressive, thought provoking work., Feb. 3 1999
This review is from: 22 Immutable Laws Branding (Hardcover)
A fast, energetic read vital for anyone involved in marketing products or running a business. Ries makes an elegant case for the Brand as a simple idea in the mind of the customer, and shares his wisdom on how to get and keep it there. Stimulating concepts backed by real world experience. Highly Recommended. A good companion to Jack Trout's New Positioning.
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5.0 out of 5 stars A "must-read" for anyone in business, Dec 7 1998
This review is from: 22 Immutable Laws Branding (Hardcover)
This book should be considered compulsary reading for everyone in management ; from the chairman of the board down. This applies equally to those who are teaching business management. In 22 short, easy-to-understand and easy-to-read chapters, the authors explain in simple language, that which most of us would hope to have learnt after as many years in business.
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5.0 out of 5 stars Simple and concise concepts with excellent examples, Oct. 24 1998
By A Customer
This is a great book on marketing. The "laws" are backed up by common examples and analogies such as McDonalds vs Burger King and Charles Lindburgh (the first to fly across the Atlantic) and Hinkley (the second to fly across the Atlantic).... which name do you remember the best?
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5.0 out of 5 stars This is a classic!, Oct. 16 1998
By 
Bert Decker (San Francisco, CA) - See all my reviews
This review is from: 22 Immutable Laws Branding (Hardcover)
"Positioning" move over! This book is a classic -- as we all are involved with branding something. I've recommended it to about 50 people. It will direct a lot of people's minds to thinking about their companies (or books or products or organizations) in a different way. Immensely stimulating.
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5.0 out of 5 stars Al Ries is a brand himself.. a good one., Oct. 12 1998
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This review is from: 22 Immutable Laws Branding (Hardcover)
I haven't even touch the book yet but I already know it's good. Al Ries (and Jack Trout)speaks like a psychologist, knowledgeable like a lawyer, and authoritative like a CEO. I've read most of their other books and for most of what they preach, they back it up with sound, logical examples (both from history and current business scenarios.) I can't wait to get my hands on this book. "Al Ries".. now that's a brand I know!)
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5.0 out of 5 stars Another brilliant book from Ries, now working his daughter!, Sept. 29 1998
By A Customer
This review is from: 22 Immutable Laws Branding (Hardcover)
The 22 Immutable Laws of Branding is an insightful, thought-proviking, explicit instrument for helping anyone in business understand the principals and keys to success. I recommend and encourage everyone to read it from college grads to corporate CEO's!
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22 Immutable Laws Branding
22 Immutable Laws Branding by Al Ries (Hardcover - Sept. 10 1998)
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