the 22 immutable laws of branding

Book Title : The 22 Immutable Laws of Branding
Author : Al Ries
Publisher : Harper Collins
Release Date : 2009-10-06
Pages : 272
ISBN : 9780061983672
Available Language : English, Spanish, And French
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EBOOK SYNOPSIS:

This marketing classic has been expanded to include new commentary, new illustrations, 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.

Book Title : The 22 Immutable Laws of Marketing
Author : Al Ries
Publisher : Harper Collins
Release Date : 2009-10-13
Pages : 160
ISBN : 9780061798177
Available Language : English, Spanish, And French
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EBOOK SYNOPSIS:

Two world-renowned marketing consultants and bestselling authors present the definitive rules of marketing.

Book Title : The Fall of Advertising and the Rise of PR
Author : Al Ries
Publisher : Harper Collins
Release Date : 2002-08-20
Pages : 320
ISBN : 0060081988
Available Language : English, Spanish, And French
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EBOOK SYNOPSIS:

Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations. Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising. Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides valuable ideas for marketers -- all the while demonstrating why advertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility; the big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR; advertising should only be used to maintain brands once they have been established through publicity. Bold and accessible, The Fall of Advertising is bound to turn the world of marketing upside down.

Book Title : Conversations with Marketing Masters
Author : Laura Mazur
Publisher : John Wiley & Sons
Release Date : 2007-03-12
Pages : 236
ISBN : 9780470025918
Available Language : English, Spanish, And French
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EBOOK SYNOPSIS:

Conversations with Marketing Masters offers new insights bygathering the collected wisdom of the most influential marketingthinkers of our age, each of whom has given a structured interview.Covering a wide range of issues and illustrating concepts withcases of success and failure, these seminal dialogues offer a rarelook at what made each master great – and a glimpse of themarketing future. The Marketing Masters featured are Philip Kotler, David Aaker,Jean-Claude Larreche, Regis McKenna, Don Peppers, John Quelch, AlRies, Martha Rogers, Don Schultz, Patricia Seybold, Jack Trout andLester Wunderman. The conversations are free-flowing dialogues inwhich each personality is allowed to shine through.

Book Title : It s a Branded World
Author : Tom Sitati
Publisher : Lulu.com
Release Date : 2009-08-01
Pages : 200
ISBN : 9780557093809
Available Language : English, Spanish, And French
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EBOOK SYNOPSIS:

This is the first book on branding published in East Africa by an East African and takes a wide view of both the local and global brandscape. Through the collection of selected articles, the book which makes for an easy read, also tackles the future of brands and branding.

Book Title : Brand Failures
Author : Matt Haig
Publisher : Kogan Page Publishers
Release Date : 2005
Pages : 260
ISBN : 0749444339
Available Language : English, Spanish, And French
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EBOOK SYNOPSIS:

"Welcome to the brand graveyard... while these branding 'horror stories' may suggest that failure is inevitable, their example has helped to identify the danger areas. It is hoped, then, that this book will provide an illuminating if rather frightening read." Matt Haig It's not just smaller, lesser-known companies that have launched dud brands. On the contrary, most of the world's global giants have launched new products that have flopped - spectacularly and at great cost. Brand Failures is a fascinating look at how such disasters occur. It describes those brands that set sail with the help of multi-million dollar advertising campaigns, only to sink without trace. In a highly readable and entertaining style, Matt Haig starts with classic examples from every era of branding and moves towards more recent brand failures. The book also has great practical value: each brand scenario includes a checklist of 'lessons learnt', so providing 'how not to' advice.

Book Title : Emotional Branding Playing with the Senses
Author : Ulrike Max
Publisher : diplom.de
Release Date : 2002-04-17
Pages : 131
ISBN : 9783832453299
Available Language : English, Spanish, And French
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EBOOK SYNOPSIS:

Inhaltsangabe:Abstract: The objective of this work is to show the significance of Emotional Branding as a marketing, brand design, and communication instrument based on the changed business situation and demanding customer needs. The five basic senses: taste, touch, sight, sound, and smell shall be explained and set into relation to the brand elements. A lot of marketers discuss about Emotional Branding as the future approach without exactly knowing what this term contains. The aim of this diploma thesis is the development of a conceptual approach in form of a guideline with the key components to emotionalize brands, to give them a face and a character in order to reach the overall aim: the identification of customers with the brand. The first part of this work provides the basic knowledge. It explains and defines in addition to the basic terms brand and branding , terms like brand image , brand identity and brand equity . The second part describes the changes in buying behavior, the changing needs and different perceptions of today s customers. The three main generations are explained to demonstrate the need for Emotional Branding as a new kind of branding tool. Additionally the explanations to hybrid buying behavior and smart shopping will show the necessity of a positive brand experience and the change from Branding to Emotional Branding. It gives a definition of Emotional Branding and a short introduction to the instruments that can be used to support the brand elements, which are closer explained in the main part. The traditional marketing searches for new ideas. The aim is clear. Excitement and experiences shall go along with attractive brand worlds. But how to emotionalize communication? The third and main part shows in form of a guideline how to create an incomparable brand image with the help of tones, colors, scents etc. in combination with the brand elements. In this context successful strong brands that were able to find their way into the consumers psyche and built up strong emotional relationships will be taken as examples. Finally the last part is a critical reflection of the brands playing with the consumers senses in order to influence their everyday life. Moreover points are outlined that should be considered to support the successful use of Emotional Branding. Inhaltsverzeichnis:Table of Contents: 1.Aim and Objective1 2.Methodology1 3.Abstract2 4.Introduction3 5.Brand / Branding5 5.1Definition [...]

Book Title : 11 Immutable Laws of Internet Branding
Author : Al Ries
Publisher :
Release Date : 2000-06-05
Pages : 196
ISBN : 186197695X
Available Language : English, Spanish, And French
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Book Title : The Origin of Brands
Author : Al Ries
Publisher : Harper Collins
Release Date : 2009-03-17
Pages : 320
ISBN : 0061751391
Available Language : English, Spanish, And French
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EBOOK SYNOPSIS:

What Charles Darwin did for biology, Al and Laura Ries do for branding. In their exciting new book, The Origin of Brands, the Rieses take Darwin's revolutionary idea of evolution and apply it to the branding process. What results is a new and strikingly effective strategy for creating innovative products, building a successful brand, and, in turn, achieving business success.Here, the Rieses explain how changing conditions in the marketplace create endless opportunities to build new brands and accumulate riches. But these opportunities cannot be found where most people and most companies look. That is, in the convergence of existing categories like television and the computer, the cellphone and the Internet. Instead, opportunity lies in the opposite direction—in divergence. By following Darwin's brilliant deduction that new species arise from divergence of an existing species, the Rieses outline an effective strategy for creating and taking to market an effective brand. In The Origin of Brands, you will learn how to: Divide and conquer Exploit divergence Use the theories of survival of the firstest and survival of the secondest Harness the power of pruning Using insightful studies of failed convergence products and engaging success stories of products that have achieved worldwide success through divergence, the Rieses have written the definitive book on branding. The Origin of Brands will show you in depth how to build a great brand and will lead you to success in the high-stakes world of branding.

Book Title : War in the Boardroom
Author : Al Ries
Publisher : Harper Collins
Release Date : 2009-10-06
Pages : 304
ISBN : 9780061973130
Available Language : English, Spanish, And French
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EBOOK SYNOPSIS:

Renowned business gurus Al and Laura Ries give a blow-by-blow account of the battle between management and marketing—and argue that the solution lies not in what we think but in how we think There's a reason why the marketing programs of the auto industry, the airline industry, and many other industries are not only ineffective, but bogged down by chaos and confusion. Management minds are not on the same wavelength as marketing minds. What makes a good chief executive? A person who is highly verbal, logical, and analytical. Typical characteristics of a left brainer. What makes a good marketing executive? A person who is highly visual, intuitive, and holistic. Typical characteristics of a right brainer. These different mind-sets often result in conflicting approaches to branding, and the Ries' thought-provoking observations—culled from years on the front lines—support this conclusion, including: Management deals in reality. Marketing deals in perception. Management demands better products. Marketing demands different products. Management deals in verbal abstractions. Marketing deals in visual hammers. Using some of the world's most famous brands and products to illustrate their argument, the authors convincingly show why some brands succeed (Nokia, Nintendo, and Red Bull) while others decline (Saturn, Sony, and Motorola). In doing so, they sound a clarion call: to survive in today's media-saturated society, managers must understand how to think like marketers—and vice versa. Featuring the engaging, no-holds-barred writing that readers have come to expect from Al and Laura Ries, War in the Boardroom offers a fresh look at a perennial problem and provides a game plan for companies that want to break through the deadlock and start reaping the rewards.