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Written & audio book narrated by Al and Laura Ries - Abridged Nonfiction - Abridgment approved by Al and Laura Ries - 1 CASSETTE - 1.5 hours

Publisher, Harper Audio (1998)

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How to Build a Product or Service into a World-Class Brand

Branding. Dubbed by many the "marketing buzzword" of the late nineties, everyone knows that building your product or service into a bona fide brand is the only way to cut through the clutter in today's insanely crowded marketplace.

The only question is, how do you do it?

Learn the laws of branding in the branding bible:

The 22 Immutable Laws of Branding. Brilliant, bold, and mercifully brief, The 22 Immutable Laws of Branding is the definitive text on branding, distilling the complex principles and theories espoused in other long-winded, high-priced professional marketing tomes into twenty-two quick and easy-to-read vignettes. Pairing the brand-blazing strategies from the world's best--like Coca-Cola, Xerox, BMW, Federal Express, and Starbucks--with the world-renowned marketing savvy of bestselling author Al Ries and his daughter Laura Ries, The 22 Immutable Laws of Branding builds on the huge international success of The 22 Immutable Laws of Marketing and provides the expert insight you seek on business's hottest topic in less time than an airplane ride.

Find out:

Why you will fail to create a brand through advertising, sales promotion, public relations, or fancy packaging

How over branding equals underwhelming

Why a brand in any category should welcome others like it

How to define your category...even if you're not first to market

Why creating a sense of authenticity may be even more important than five-star quality

How to use advertising to keep your brand alive

Why no brand lives forever--and how best to read its vital signs and put it out of its misery yourself

Why good old-fashioned publicity may be the missing link in the brand-building process

Why giving your brand the right name is perhaps more important than the brand itself

and perhaps most important of all:

How to own a word in the mind of the consumer

Smart and accessible, The 22 Immutable Laws of Branding is an easy-to-refer-to primer that provides the ammo you need to dominate your category and turn your product or service into a world-class brand.