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The 22 Immutable Laws of Branding
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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.
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What members say
Average Customer Ratings
Overall
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4.5 out of 5 stars
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5 Stars1
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4 Stars1
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2 Stars0
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4.5 out of 5 stars
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5 Stars1
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4 Stars1
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3 Stars0
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2 Stars0
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1 Stars0
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4.5 out of 5 stars
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5 Stars1
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4 Stars1
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3 Stars0
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2 Stars0
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1 Stars0
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Overall3 out of 5 stars
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Performance4 out of 5 stars
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Story3 out of 5 stars
- Dave C.
- 07-09-14
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.
6 people found this helpful
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Overall2 out of 5 stars
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Performance2 out of 5 stars
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Story2 out of 5 stars
- Justice Campbell
- 23-04-18
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.
2 people found this helpful
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Overall4 out of 5 stars
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Performance5 out of 5 stars
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Story3 out of 5 stars
- Ravi
- 01-03-15
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!
2 people found this helpful
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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- Topherwayne
- 30-03-18
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 person found this helpful
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Overall4 out of 5 stars
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Performance5 out of 5 stars
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Story4 out of 5 stars
- Kalob Taulien
- 24-11-17
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 person found this helpful
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Overall3 out of 5 stars
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Performance4 out of 5 stars
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Story3 out of 5 stars
- Trevor
- 05-09-17
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 person found this helpful
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Overall3 out of 5 stars
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Performance3 out of 5 stars
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Story4 out of 5 stars
- Farouq
- 15-06-17
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 person found this helpful
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Overall1 out of 5 stars
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Performance3 out of 5 stars
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Story2 out of 5 stars
- Brad Kostka
- 17-05-17
doesn't hold up
don't buy. advice is dated and flat out wrong. Amazon shouldn't move Beyond books? Really?
1 person found this helpful
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Overall3 out of 5 stars
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Performance3 out of 5 stars
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Story2 out of 5 stars
- Erick Torres
- 15-11-16
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 person found this helpful
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Overall2 out of 5 stars
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Performance3 out of 5 stars
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Story2 out of 5 stars
- Amazon Customer
- 05-03-20
Repetitive and didn’t age well
While there are some good nuggets, it’s really repetitive & didn’t translate well over time. A lot of repeating things unnecessarily. A lot of assumptions about businesses that actually did well despite being ridiculed here. Better off just reading a summary than the whole book.
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Overall2 out of 5 stars
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Performance3 out of 5 stars
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Story2 out of 5 stars
- David
- 05-09-16
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.
4 people found this helpful
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Overall4 out of 5 stars
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Performance4 out of 5 stars
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Story4 out of 5 stars
- 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 people found this helpful
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Overall2 out of 5 stars
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Performance3 out of 5 stars
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Story1 out of 5 stars
- Anonymous User
- 29-01-19
Outdated
Some good points but examples are too outdated and his predictions turn out wrong, ultimately making the rest of the points hard to believe.
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Overall4 out of 5 stars
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Performance5 out of 5 stars
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Story5 out of 5 stars
- Kaleb Forte Rodrigues
- 25-04-18
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.
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Overall3 out of 5 stars
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Performance5 out of 5 stars
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Story2 out of 5 stars
- Andrew Hill
- 17-12-17
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.
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Overall5 out of 5 stars
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Performance4 out of 5 stars
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Story4 out of 5 stars
- BaBy Laughs
- 01-11-17
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.
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Overall3 out of 5 stars
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Performance3 out of 5 stars
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Story3 out of 5 stars
- Gaz
- 28-09-17
Dated
Some good, timeless, information but even with the inclusion of an internet section a lot of the predictions are now dated.
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Overall2 out of 5 stars
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Performance5 out of 5 stars
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Story2 out of 5 stars
- Amazon Customer
- 31-07-17
Interesting but a little out of date
The concepts are interesting but often have been disproven - the book is seriously out of date
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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story4 out of 5 stars
- Abdul
- 23-03-17
Great branding
Very good book. Worth listening to again and again. Money well spent. Branding at its best
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Overall2 out of 5 stars
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Performance4 out of 5 stars
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Story2 out of 5 stars
- Anonymous User
- 12-02-19
Horribly out of date and largely irrelevant
Like a time warp! Seems many of the laws may not be as immutable as they claim.
Facsimile marketing is no longer a thing.
Yahoo no longer holds the search engine throne
Microsft did invent that box that has internet, tv and gaming
Apple did integrate more than phone calls into a phone
Society does enjoy TV viewing on devices that are not Tv's.
The internet is used for more than banking.
the list goes one.
This book is filled with clangers and thought bombs that did not go off. Be thankful Steve Jobs, Bill Gates and Larry Page did not read this book before starting their companies....
The reading itself is very good, especially at 1.6x.
1 person found this helpful
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Overall4 out of 5 stars
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Performance4 out of 5 stars
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Story5 out of 5 stars
- 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.
1 person found this helpful
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Overall5 out of 5 stars
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Performance5 out of 5 stars
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Story4 out of 5 stars
- Will Mellows
- 10-10-19
Way off on tech
Hindsight is always 20/20 but I can't help but point out how far off they were about tech diverging not converging. I am literally listening to this on a smart phone which makes their whole argument invalid. Otherwise a great book!