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Read e-book online The 22 Immutable Laws of Branding: How to Build a Product or PDF

By Al Ries, Laura Ries

ISBN-10: 0060085177

ISBN-13: 9780060085179

This advertising and marketing vintage has been improved to incorporate new remark, new illustrations, and an advantage booklet: The eleven Immutable legislation of net Branding

Smart and available, The 22 Immutable legislation of Branding is the definitive textual content on branding, pairing anecdotes approximately the very best manufacturers on the earth, like Rolex, Volvo, and Heineken, with the signature savvy of selling professionals Al and Laura Ries. Combining The 22 Immutable legislation of Branding and The eleven Immutable legislation of net Branding, this ebook publicizes that the single technique to stand out in today's market is to construct your services or products right into a model; and it presents the step by step directions you must accomplish that.

[u]The 22 Immutable legislation of Branding [/i]also tackles the most not easy advertising difficulties this present day: branding on the internet. The Rieses reveal the debatable and counterintuitive ideas and secrets and techniques that either small and big businesses have used to set up web manufacturers. The 22 Immutable legislation of Branding is the fundamental primer on construction a category-dominating, world-class model.

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Al Ries, Laura Ries's The 22 Immutable Laws of Branding: How to Build a Product or PDF

This advertising and marketing vintage has been elevated to incorporate new statement, new illustrations, and an advantage e-book: The eleven Immutable legislation of web Branding

Smart and obtainable, The 22 Immutable legislation of Branding is the definitive textual content on branding, pairing anecdotes approximately the superior manufacturers on the earth, like Rolex, Volvo, and Heineken, with the signature savvy of selling authorities Al and Laura Ries. Combining The 22 Immutable legislation of Branding and The eleven Immutable legislation of web Branding, this publication broadcasts that the one strategy to stand out in today's industry is to construct your services or products right into a model; and it offers the step by step directions you must achieve this.

[u]The 22 Immutable legislation of Branding [/i]also tackles the most not easy advertising and marketing difficulties this day: branding on the net. The Rieses reveal the arguable and counterintuitive techniques and secrets and techniques that either small and massive businesses have used to set up net manufacturers. The 22 Immutable legislation of Branding is the fundamental primer on construction a category-dominating, world-class model.

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

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Of that total, 51 percent was spent for takeout or home delivery. What Little Caesars did in pizza, EatZi’s is doing in highend white-tablecloth restaurant meals: narrowing the focus to takeout only. That’s the way you build a brand. Narrow the focus to a slice of the market, whether it’s pizza takeout or gourmet takeout. Then make your brand name stand for the category (the generic effect) at the same time that you expand the category by promoting the benefits of the category, not the brand. What are the benefits of takeout pizza?

Does a Montblanc pen write better than a Cross? Are you sure? • Does Coca-Cola taste better than Pepsi-Cola? Most people seem to think so, because Coke outsells Pepsi. Yet in blind taste tests most people prefer the taste of Pepsi. Common wisdom blames the testing procedures. If Coke outsells Pepsi, there must be something wrong with a taste test that shows the opposite. 34 Laws1_001-110/repro 8/5/02 11:11 AM Page 35 T H E L AW O F Q UA L I T Y Quality is a concept that has thousands of adherents.

If quality translates into sales, the numbers don’t seem to show it. Let’s say you went shopping for an automobile tomorrow. Does quality matter? Absolutely. Most car buyers look for the best-quality car they can afford. But where does the concept of quality reside? In the showroom? No. Quality, or rather the perception of quality, resides in the mind of the buyer. If you want to build a powerful brand, you have to build a powerful perception of quality in the mind. As it happens, the best way to build a quality perception in the mind is by following the laws of branding.

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The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand by Al Ries, Laura Ries


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