{"product_id":"9781483005997","title":"The 22 Immutable Laws of Branding: How to Build a Product or Service Into a World-Class Brand","description":" Branding. Dubbed by many the \"marketing buzzword\" of the late nineties, 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. \u003cp\u003eThe only question is, how do you do it? \u003c\/p\u003e\u003cp\u003e Learn the laws of branding in \u003ci\u003ethe\u003c\/i\u003e branding bible: \u003c\/p\u003e\u003cp\u003e \u003ci\u003eThe 22 Immutable Laws of Branding.\u003c\/i\u003e Brilliant, bold, and mercifully brief, \u003ci\u003eThe 22 Immutable Laws of Branding\u003c\/i\u003e is the definitive text on branding, distilling the complex principles and theories espoused in other long-winded, high-priced professional marketing tomes into twenty-two quick and easy-to-read vignettes. Pairing the brand-blazing strategies from the world's best—like Coca-Cola, Xerox, BMW, Federal Express, and Starbucks—with the world-renowned marketing savvy of bestselling author Al Ries and his daughter Laura Ries, \u003ci\u003eThe 22 Immutable Laws of Branding\u003c\/i\u003e builds on the huge international success of \u003ci\u003eThe 22 Immutable Laws of Marketing\u003c\/i\u003e and provides the expert insight you seek on business's hottest topic in less time than an airplane ride. \u003c\/p\u003e\u003cp\u003e Find out: \u003c\/p\u003e\u003cp\u003e Why you will fail to create a brand through advertising, sales promotion, public relations, or fancy packaging \u003c\/p\u003e\u003cp\u003e How overbranding equals underwhelming \u003c\/p\u003e\u003cp\u003e Why a brand in any category should welcome others like it \u003c\/p\u003e\u003cp\u003e How to define your category...even if you're not first to market \u003c\/p\u003e\u003cp\u003e Why creating a sense of authenticity may be even more important than five-star quality \u003c\/p\u003e\u003cp\u003e How to use advertising to keep your brand alive \u003c\/p\u003e\u003cp\u003e Why no brand lives forever—and how best to read its vital signs and put it out of its misery yourself \u003c\/p\u003e\u003cp\u003eWhy good old-fashioned publicity may be the missing link in the brand-building process \u003c\/p\u003e\u003cp\u003e Why giving your brand the right name is perhaps more important than the brand itself  \u003c\/p\u003e\u003cp\u003eand perhaps most important of all: \u003c\/p\u003e\u003cp\u003e How to own a word in the mind of the consumer \u003c\/p\u003e\u003cp\u003e Smart and accessible, \u003ci\u003eThe 22 Immutable Laws of Branding\u003c\/i\u003e is an easy-to-refer-to primer that provides the ammo you need to dominate your category and turn your product or service into a world-class brand.\u003c\/p\u003e\u003cp\u003eAuthor Biography:  Al Ries is perhaps the world's best-known marketing strategist.  He is the coauthor of such international bestsellers as \u003ci\u003eThe 22 Immutable Laws of Branding\u003c\/i\u003e and \u003ci\u003ePositioning:  The Battle for Your Mind\u003c\/i\u003e and the author of \u003ci\u003eFocus:  The Future of Your Company Depends on It.\u003c\/i\u003e  His daughter Laura Ries is a graduate of Northwestern University and a partner in their marketing strategy firm, Ries \u0026amp; Ries in Roswell, Georgia.  She is the coauthor of \u003ci\u003eThe 22 Immutable Laws of Branding.\u003c\/i\u003e  Together they speak and consult with major companies around the globe.  \u003c\/p\u003e","brand":"HarperCollins Publishers","offers":[{"title":"Default Title","offer_id":47065178505456,"sku":"9781483005997","price":49.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781483005997_p0.jpg?v=1763626674","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781483005997","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}