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For example, they state "expanding your brand will diminish your power" and use GM as an example (which is a good one). They use Starbucks and Toys R Us as examples of brands that are well served by "keeping a narrow focus" and yet Starbucks has stumbled badly and Toys R Us had to sell itself to a group of investors in 2005 due to competition from Wal-Mart (which doesn't "keep a narrow focus"). I was disappointed that the book is simply the author's view of the world, with no facts or back-up research. But what about Apple's expansion from computers into the iPod and iPhone. This book could be good to stimulate ideas but don't look for any of the author's theories to be backed up with evidence proving they actually help to make the business better. As has been illustrated by other popular authors (Malcolm Gladwell's books as well as Levitt and Dubner's Freakonomics), just because something seems intuitive, doesn't mean it works. Ries & Ries use examples to support their theories, but unfortunately what was popular at the time of the book's publishing (2002), didn't continue for some of the companies.
It doesn't give you an economic model that tells you how to price your product or service, or how you should set up a distribution channel (but, if you fully grasp the concepts, it will give you ideas on how to make decisions like these).Most importantly, keep an open mind as you read and realize that many of the concepts in the book will absolutely be COUNTER-INTUITIVE. So, for the most part, even most professional marketers operate on their already understood beliefs about marketing. To me, continually obtaining "average" results is a sure fire road to ultimate failure.So, I recommend this book for marketing and non-marketing professionals with a couple of caveats. Common sense is just that, "COMMON." This book explains the importance of a brand being unique and singular in its focus.
As a marketing professional with an advertising degree and fifteen years of experience, the more marketing I do, the more these "Immutable Laws of Branding" seem come into play. You will most likely flat out disagree some of them, but I would challenge you to read the book in its entirety and then, over time see if and how the "laws" apply. Realize that this book is very, very focused on developing and managing a brand. When I first read this book six or seven years ago, I thought, "Well, I understand and agree with most of the precepts, but not all of them." But, as I've managed marketing campaigns and projects over the years, whenever one wouldn't get the results I wanted (or expected), after going back and reviewing it, the issue oftentimes could be clearly tied back to the violation of at least a couple of the "laws." The biggest problem with the book isn't anything in the book itself.
So, if you take common sense approaches to unique problems, you'll get an "average" result. You may be pleasantly surprised over the years (just as I have been) and end up with this one being one of your favorite marketing books as well. The biggest problem revolves around what most people think marketing and branding is or does (or should do). They take "common sense" approaches to solving branding problems (which are always unique) and then wonder why they didn't get the results they wanted.
This book must be an essential reading for anybody who wants to develop new products. Ries and his daughter has been presenting practical examples of real case companies who have applied good and bad practices, and the results and conclusions are widely seen in real life. Best branding book out there. Mr.
Just a really weird book. In truth these companies are so great because they have mastered something that people want and can't get anywhere else. Branding is part of it, yes, but the sweeping statements in this book about how the reason you know who Amazon is is due to their branding are just wrong; we know who Amazon is because they became the best at what they do.\Later in the book the authors decide that the book's subject matter isn't about branding but rather is about business advice. I only made it through about 30 pages before I decided it wasn't worth my time. Read the other reviews and make your own decision. After more WTF moments I started flipping around and eventually just decided to quit reading it. I earnestly started and read probably 10-12 pages and, after several WTF moments, I skipped to the next chapter. The main problem I had is that, early on, it becomes clear that the authors think Coca Cola/Amazon/Wal-Mart are so great because of branding.
This isn't the first branding book I've read, and while I didn't agree with everything, I agree with 90% of it. This book is an incredibly easy read - you can read it in one day. And, if I could get the execs at my own company to follow 90% of the rules, we'd be a much better company. That doesn't diminish the value at all - this should be required reading for every executive - because most execs are branding idiots. The 22 laws are all backed up with solid examples using well-known brands, so there is a great amount of credibility and it generates a lot of food for thought.
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