22 Immutable Laws of Branding - Tapa dura

Acerca del autor

Al Ries is one of the world’s best known marketing strategists and with Jack Trout the author of 5 other successful titles, The 22 Immutable Laws of Marketing, Positioning, Marketing Warfare, Bottom-up Marketing, and Horse Sense. Laura Ries is a partner in their consulting firm, Ries & Ries. They live in the USA.

De la contraportada

Branding. Dubbed by many as 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 stand out in today's insanely crowded marketplace. The only question is, how do you do it?

'The 22 Immutable laws of Branding' is the definitive text on branding, distilling the complex theories and principles behind this key marketing term into twenty-two easy-to-read vignettes.

Find out:
• Why you will fail to create a brand through advertising, sales promotion, public relations or fancy packaging alone
• Why no brand in any category should welcome others like it
• Why creating a sense of authenticity may be even more important than five star quality
• Why no brand lives forever – how best to read its vital signs and put it out of its misery yourself

Smart and accessible, 'The 22 Immutable Laws of Branding' pairs brand-blazing strategies from the world's best – such as Coca-Cola, Xerox, BMW, Federal Express and Starbucks – with the world-renowned marketing know-how of best-selling author Al Ries and his daughter Laura Ries to provide you with the expert insight you need to build a world-class brand.