by Al Ries, Laura Ries · Profile Books(GB) · tapa blanda · ISBN 9781861976055
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«The 22 Immutable Laws of Branding» is the branding manual by Al Ries and Laura Ries, published by Profile Books in paperback (192 pages, in English).
The work argues that the only way to stand out in a saturated market is to turn a product or service into a brand. In 22 brief laws, with examples such as Coca-Cola, Xerox, BMW or Starbucks, Al and Laura Ries set out the Law of Contraction (narrowing the brand's focus) and the Law of the Word (owning a term in the consumer's mind).
Al Ries and Laura Ries, father and daughter, are partners in the marketing strategy firm Ries & Ries.
Aimed at marketing and business professionals and students, as well as entrepreneurs interested in brand building.
Alfred Paul Ries was an American marketing professional and author. He was the co-founder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries is credited with resurrecting the idea of "positioning" in the field of marketing.
