The 22 Immutable Laws of Branding
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The 22 Immutable Laws of Branding Audible Audiobook – Unabridged

Al Ries (Author), David Drummond (Narrator), Laura Ries (Author),
4.6 4.6 out of 5 stars 1,258 ratings
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This marketing classic has been expanded to include new commentary 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.

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  1. Listening Length
    8 hours and 8 minutes
  2. Author
    Al Ries, see all
  3. Narrator
    David Drummond
  4. Audible release date
    April 22, 2014
  5. Language
    English
  6. Publisher
    HarperAudio
  7. ASIN
    B00J4O9FMM
  8. Version
    Unabridged
  9. Program Type
    Audiobook
  10. See all details
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Product details

Listening Length 8 hours and 8 minutes
Author Al Ries, Laura Ries
Narrator David Drummond
Whispersync for Voice Ready
Audible.com Release Date April 22, 2014
Publisher HarperAudio
Program Type Audiobook
Version Unabridged
Language English
ASIN B00J4O9FMM
Best Sellers Rank #18,716 in Audible Books & Originals (See Top 100 in Audible Books & Originals)
#18 in Market Research Business (Books)
#56 in Marketing & Consumer Behavior
#59 in Web Marketing (Books)

Customer reviews

4.6 out of 5 stars
4.6 out of 5
1,258 global ratings

Top reviews from the United States

Kindle Customer
5.0 out of 5 stars A very great book that's both easy to read and very insightful! Highly recommend!
Reviewed in the United States on November 13, 2020
Verified Purchase
Man, what a true gem of a book there is when it comes to branding and core principles needed to build a great business. The 22 Immutable Laws of Branding and 11 Laws of Internet Branding is definitely a foundational book that any entrepreneur or aspiring entrepreneur must read along their journey. Al and Laura Ries do a great job of analyzing and simply explaining what it is that makes great brands stand out from generic ones. They highlight concepts and ideas that I hadn’t even thought of when it comes to certain brands and why I support some and not others.

Not only does The 22 Immutable Laws provide great insight, but it is such an EASY read as well. I’m so surprised at how quickly I’ve been able to read and finish this book. That just goes to show the writing skill that Al and Laura possess along with their branding expertise. Very great book that will definitely be read again and again throughout my business and entrepreneurial journey. Highly recommend to any and all!
4 people found this helpful
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O&G Marketing Manager
5.0 out of 5 stars Best book on branding I've read yet.
Reviewed in the United States on December 21, 2009
Verified Purchase
As a marketing professional with an advertising degree and fifteen years of experience, the more marketing I do, the more these "Immutable Laws of Branding" seem come into play. When I first read this book six or seven years ago, I thought, "Well, I understand and agree with most of the precepts, but not all of them." But, as I've managed marketing campaigns and projects over the years, whenever one wouldn't get the results I wanted (or expected), after going back and reviewing it, the issue oftentimes could be clearly tied back to the violation of at least a couple of the "laws."

The biggest problem with the book isn't anything in the book itself. The biggest problem revolves around what most people think marketing and branding is or does (or should do). So, for the most part, even most professional marketers operate on their already understood beliefs about marketing. They take "common sense" approaches to solving branding problems (which are always unique) and then wonder why they didn't get the results they wanted. Common sense is just that, "COMMON." This book explains the importance of a brand being unique and singular in its focus. So, if you take common sense approaches to unique problems, you'll get an "average" result. To me, continually obtaining "average" results is a sure fire road to ultimate failure.

So, I recommend this book for marketing and non-marketing professionals with a couple of caveats...

Realize that this book is very, very focused on developing and managing a brand. It doesn't give you an economic model that tells you how to price your product or service, or how you should set up a distribution channel (but, if you fully grasp the concepts, it will give you ideas on how to make decisions like these).

Most importantly, keep an open mind as you read and realize that many of the concepts in the book will absolutely be COUNTER-INTUITIVE. You will most likely flat out disagree some of them, but I would challenge you to read the book in its entirety and then, over time see if and how the "laws" apply. You may be pleasantly surprised over the years (just as I have been) and end up with this one being one of your favorite marketing books as well.
11 people found this helpful
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Luis Maimoni
5.0 out of 5 stars A Fast, Fun, Worthwhile Read
Reviewed in the United States on March 15, 2008
Verified Purchase
This book contains the (infamous) 22 laws of branding according to Al Ries & Laura Ries. If you're looking for the Reader's Digest version of the message, here it is:

* Be first (invent your own category).
* Keep it simple and focused.
* Don't extend the brand; expand its category.

But really, why take my word for the book's message when it's such a fun read?

The language is simple, and there are plenty of images. You can skim right through it, or take the time to review the examples he gives of how big brands did the right (or wrong) things and come up with your own counter-examples.

This book isn't just for big brands; the 22 laws generally apply to smaller businesses too.

They point out that you shouldn't necessarily do the same things big companies do to become successful, even the ones known for success with branding. If you want to get rich by doing what rich people do, what you'll get is broke. You have to do what rich people did before they got rich.

Yes, big company branding is what they're still teaching in most business classes. Just say no if you're growing a smaller organization.

The addition of The 11 Immutable Laws of Branding on the Internet turned out to be a disappointment.

The problem is that the Internet is a fast-moving target, and the book was written a few years back (its copyright is 2002). When they say:

The Internet will be the first new medium that will not be dominated by advertising...

it's based on the way the Internet was then (remember bright flashing banner ads?)

If the Internet isn't going to be dominated by advertising, you'd never know it by Google's advertising revenues. Advertising on the 'net is here to stay, and can be a key component of your marketing plan.

Still, a great book, and a fun, fast, worthwhile read. I recommend it to anyone responsible for revenue growth.
3 people found this helpful
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Top reviews from other countries

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Sergio
5.0 out of 5 stars Good insights,
Reviewed in Mexico on January 23, 2022
Verified Purchase
Great/must addition to your knowledge bag
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Doll
5.0 out of 5 stars You must have this book
Reviewed in India on April 15, 2023
Verified Purchase
A must have book for learning branding insights.
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Petra Vigorelli
5.0 out of 5 stars Top
Reviewed in Italy on April 23, 2021
Verified Purchase
Libro davvero completo, strutturato benissimo. Una guida passo passo che ti fa comprendere l'importanza ed i processi del branding
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Cliente Amazon
5.0 out of 5 stars Libro completo
Reviewed in Spain on January 19, 2020
Verified Purchase
Libro muy completo y sencillo de seguir y entender
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Chris
5.0 out of 5 stars Its kind of like the cheat sheet of branding
Reviewed in Canada on June 9, 2015
Verified Purchase
Very simple to get through and gives you the Basic Laws of everything Branding. Definitely worth the buy as I've used it for references a few times already. In addition, I should add that it is one of the most accessible books I've ever read. It only took me 2 days to read but I find that I keep going back to it as a summary reference guide of sorts. Its kind of like the cheat sheet of branding. Buy it in conjunction with Growth Hacker Marketing by Ryan Holiday and you'll be surprised at what you can do for your business.
One person found this helpful
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