Amazon.com Review

When you call a book The 22 Immutable Laws of Branding, you're pretty much ruling out Oprah's Book Club as potential buyers. (Not that Oprah herself isn't a terrific brand.) This is an audiobook 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. Coauthor Laura Ries, his daughter and marketing-firm partner, also reads sections. (Running time: 1.5 hours, one cassette) --Lou Schuler

Review

"Al Ries demonstrates that marketers need two skills: building a brand and keeping it alive. Through stellar company profiles and keen insights, this book will show them how, whether they're entrepreneurs or seasoned veterans." -- Philip Kotler, Professor of International Marketing, J.L. Kellogg Graduate School of Management, Northwestern University

"Al Ries's laws of marketing turned my software company into a worldwide brand and the dominant player in a whole new software category. Anyone looking to market their company successfully has to read The 22 Immutable Laws of Branding." -- Patrick M. Sullivan, CEO, SalesLogix

"I could only wish that I'd had access to this book at the start of my career, the insights it provides are indispensable to anyone seeking to build their business into a recognized brand." -- Philip J. Romano, CEO, Romano Enterprises

"This book is like a synthesizer. Using an impressive list of the world's best-known brands, it fine tunes the art of branding to its optimum levels, enabling you to make the right marketing decisions with utmost confidence." -- Scott Kay, CEO, Scott Kay Inc.