Business The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand

Me parece un libro muy interesante, fácil y rápido de leer, con muchos ejemplos útiles, aunque se repite un poco habiendo leído antes "The 22 Immutable Laws of Marketing" del mismo autor.

How can a book which has almost no pictures be the ultimate introduction to branding? I was highly sceptical, and only added it onto to my list of branding books to buy because it was cheap. How wrong I was. In 172 readable, small-paperback pages, Al Ries and his daughter Laura unveil the fundamentals of branding, stripping away the most powerful myths and demonstrating with a mixture of brand successes, failures, falls and rises, that they know what they are talking about. What's more, what they say made sense of many things I have been dimly feeling towards in my 20 years as a communications professional. I suspect that this book oversells itself slightly. The title made me suspicious, and the definitiveness of statements which go against what you find in other books makes you wonder, at points, if what it's saying is really this cut and dried. I probably would have disregarded this book if I'd read it ten years ago: but practical industry experience convinces me that what it is saying is right, and the other books, which focus on choosing your name and redesigning the logo, are the ones which only understand a part of the picture. It took me about an hour and a half to read this book, and I will never see branding the same way again. That's good value for you. On the other hand, I probably won't be reading and re-reading it avidly. It makes its points, which can be quickly revised from the chapter headings. Now it's time to move on. I would recommend this book to anyone and everyone who wants (or needs) to learn about branding. I can't imagine a better introduction to the subject for someone who already has enough industry experience to recognise what it is talking about. I wouldn't recommend anyone to _only_ read this book: it is an extremely sound beginning, not an encyclopaedia. In terms of what this book is trying to be, I don't think there could be any higher recommendation than that. Superb.

Have completed a few chapters so far and I find it really informative. Lot of tips n tricks we can understand from each chapter.

I’ve completed reading "The 22 Immutable Laws of Branding" and "Positioning". Both books are among the most thought-provoking works I’ve encountered on brand strategy. While reading "The 22 Immutable Laws of Branding", I found the chapter on the Law of Divergence to be somewhat disconnected from modern branding realities. According to the book, categories tend to diverge as markets evolve, and convergence often results in brand dilution or failure. Yet, Amazon and the iPhone are two of the most successful brands today — both of which appear to contradict that claim. After some reflection, I believe the real issue isn’t about convergence versus divergence. Instead, it’s about branding strategy. My Conclusion: If a brand already holds a dominant position in one market, it can successfully expand into an adjacent or broader market — even one that appears to be a convergence or line extension — by creating and owning a new category in the prospect’s mind, especially when no dominant player yet exists in that space. Case in Point: iPhone The iPhone merged multiple functions — music player, video player, phone, social media, browser etc. — which on the surface seems to violate the Law of Divergence. But Apple didn’t market it as a mash-up of old categories. Instead, it positioned the iPhone as a breakthrough product in a new category: smartphones. At the time, there was no dominant smartphone brand in the minds of consumers. Apple claimed that space and won. Case in Point: Amazon Amazon began with a focused, divergent position as the world’s largest online bookstore. Over time, it expanded to sell electronics, clothing, groceries, and more. According to a strict interpretation of divergence theory, this kind of expansion under a single brand should have weakened its identity. But it didn’t — because no other brand had claimed leadership in e-commerce. Amazon filled that gap and successfully repositioned itself as “the everything store,” leading a new category: online commerce. Final Thought: So, the key isn’t convergence or divergence alone. It’s about category creation, brand leadership, and timing. When a brand can reposition itself into a new category and occupy a leadership position in the customer’s mind — even if it combines previously separate functions — it can still win. Great books! These books transformed me into a new addict of positioning and branding.

Great/must addition to your knowledge bag