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The 22 Immutable Laws of Branding

Steven 18 responses General

When you call a book The 22 Immutable Laws of Branding, you’re pretty much ruling out Oprah’s Book Club as potential buyers.

This book is centered on the importance of Focus for brands.

The more-targeted the idea, the more likely your brand will reach its audience.

This is a book for a narrow demographic: entrepreneurs, top managers, and public-relations directors.

Coauthor Al Ries comes off like the eccentric genius that most of these managers keep in a basement office, only listening to when necessary.

When he says, “The power of a brand is inversely proportional to its scope,” and hectors managers with the idea that “customers want brands that are narrow in scope”, you know he’s right (he backs himself up with dozens of examples), and you know it’s the last thing powerful, expansion-minded businesspeople want to hear.

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  1. Jeffreyskang

    It’s surprising how many small businesses don’t brand themselves and wonder at the end of the month why they’re losing money.

    1. David

      i think that brand is a long term play. In the short term, I do not think it can bring a lot of results. There are people who brand a product or many products, but then fail to bring that product under a single brand.

    2. Joseph

      I too think branding is an essential part of success every small or big business should value.


  2. Julia Spenser

    thanks a lot for such a short but very interesting review of the book. It seems t be quite useful

    1. Jeffreyskang

      Steven also makes a very funny point. i think the gone rate of oprah sponsoring your newly released book was in the neighborhood of $450,000 for a one time promotion on her show, or $250,000 if you didn’t want it to be included in her book club.

      i thought oprah had it down pat, but once she launched the oprah winfrey network (OWN), i guess she needs to read a book on branding and what works.

    2. Joseph

      Steven seems to shoot straight to the point – this book is great, which is quite admirable.

  3. Hello Steven, this sounds like a great book for many beginner and advanced bloggers. It always amazes me how many people don’t understand online blogging requires serious brand consideration.

    1. Joseph

      Hey Brian, you have actually raise a very good point here – not businesses only should brand themselves, but also websites (those small and big too). I think that also contributes to gaining your blog’s authority.

  4. Affiliate Manager

    I’ll have to give it a look. I never really met to build my own brand, but my caricature and blog are building it themselves. Thanks for the suggestion!

    1. Joseph

      Wow! Great to hear the two are building the brand themselves. What about the cute PeerFly logo?

  5. Three Property

    Good article, in any modern day business, creating a strong brand and being respected is #1.

    1. Jeffreyskang

      that’s funny. i thought customers are my #1 priority.

    2. Joseph

      That’s very much true. Customers are the main pillars of the business and thus should come first, everything else that follows is just but a suitable way to make theme stay.

  6. David

    I honestly don’t know much about branding or how it works. I think companies like Coca-Cola have it down pat. But they have also had time to get their brand into the awareness of virtually every person on this planet.

    I am not so sure that developing even a loyal following is so easily accomplished. There must be an efficient way though?

    1. Jeffreyskang

      well, you can always whore your company to raise funding for a globally scaled advertising campaign. or you can follow what coca cola did and corner your competitors by controlling the costs of your ingredients. coca cola sells bottled water, as you may know, “dasani” i believe it’s called, and they sell it in the same places as coca cola, but for a premium over coke.

      and you know what happens when you give a customer, whom lives in a country that is near the poverty line, a choice between $1 water and $0.85 coca cola. your brand becomes embedded in people’s heads.

    2. David

      sounds like they could probably afford to seel both the water and the coke a lot cheaper and still make a profit.

      Bottling water seems to be a stable revenue source for a lot of companies!

    3. Jeffreyskang

      well yeah, coca cola owns many other drinks and sell more than a billion servings per day. i’m sure they can afford many things in life. but if they move their prices down a single penny, they’ll lose $5M+ per day.

  7. Joseph

    A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no other product on the market quite like your product.

    Thanks Steven for this review, this book is a good read.