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Two world-renowned marketing consultants and bestselling authors present the definitive rules of marketing .
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This marketing classic has been expanded to include new commentary, new illustrations, 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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From Enron and WorldCom to the Catholic Church and Major League Baseball, reputation crises have never been more widespread Now Ronald J. Alsop, a veteran Wall Street Journal authority on branding and reputation management, explains the dangers -- and gives organizations the eighteen crucial laws to follow in developing and protecting their reputations.

Consider this example of a simple decision made by a low-ranking employee: When rescue workers at the site of the World Trade Center disaster sought bottled water from a nearby Starbucks outlet, they complained that an employee charged them for it. In a matter of hours, the Internet had picked up the story and Starbucks' carefully cultivated worldwide reputation was quickly besmirched.

This is just one instance among many of how the business world, ever more global and competitive, has become increasingly difficult to navigate. Studies have demonstrated the powerful impact of reputation on profits and stock prices, and yet less than half of all companies have a formal system for measuring reputation. Clearly, companies in every industry -- from Dow Chemical to Disney to DaimlerChrystler -- have much more to learn.

It is still the rare company that realizes the full value of its reputation: how corporate reputation can enhance business in good times, become a protective halo in turbulent times, and be destroyed in an instant by people at the lowest or highest levels of the corporate ladder. Mr. Alsop provides eighteen thoroughly documented lessons based on years of experience covering every aspect of corporate reputation, with a clear distillation of the complex principles at the heart of a reputation. He explains:

• How to protect your reputation when the inevitable crisis hits

• How to cope with the many hazards in cyberspace

• How to create a reputation for vision and industry leadership

• How to establish a culture of ethical behavior

• How to measure and monitor your ever-changing public image

• How to make employees your reputation champions

• How to decide when it's time to change your name

The result is a book that is important not only for business executives, consultants, and advertising, public relations, and marketing professionals but also for anyone eager to learn more about the companies they work for, buy from, and invest in..
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As we move into the twenty-first century the most important question for businesses everywhere is: What are we going to do about the Internet? The two most qualified people in the country to answer that question may be Al Ries and Laura Ries. Not only are they the authors of the BusinessWeek bestseller The 22 Immutable Laws of Branding, they are also consultants to dozens of Fortune 500 companies.

This book is the result of their hands-on work with both large and small companies as well as Internet start-ups and established Internet brands. Brash, bold, and mercifully succinct, The 11 Immutable Laws of Internet Branding is the definitive text for businesses eager to jump on the Internet expressway.

In the book you'll learn why:The Internet can be a business or a medium for your brand, but not both.Interactivity is the single most important ingredient of any Internet site.The kiss of death for an Internet brand is a common name.Being second in a category is tantamount to being nowhere.You have to be fast. You have to be first. You have to be focused.Everyone is talking about convergence while just the opposite is happening.

The 11 Immutable Laws of Internet Branding will also give you tangible information on how to successfully build your company, product, service, or self into a hot and profitable brand on the Internet. Specifically you'll learn how to:Build a brand that will dominate a category over an extended period of time.Find a proper name (instead of a common one) for your Website.Take your brand into the global marketplace.Avoid the biggest mistake in Internet branding: the belief that you can do everything.Take advantage of the transformations that will occur in all aspects of life, thanks to the power of the Internet.

With characteristic counterculture observations and signature marketing savvy, Ries and Ries bring their expertise to branding on the Internet, the most challenging problem in the world of marketing today. No one who wants to turn a brand into a global phenomenon should ignore their sage advice..
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Reveals the secrets behind the phenomenal success of today's top sales professionals

In The 10 Immutable Laws of Power Selling, leading sales consultant and trainer James DeSena reveals the secret behind the uncanny success of an elite group of sales professionals who consistently break all records, in every selling environment.

DeSena shows how the most exceptional performers in the sales arena are those who act like leaders--they take the lead in meeting new challenges, and they adapt to those challenges with innovative solutions and added value for grateful customers.

With the help of stories from American Express, Honeywell, The Gap, and other top companies, DeSena teaches readers:

• The 10 key imperatives for becoming an exceptional performer in today's selling environment
• How to apply the principles of leadership to win and keep loyal customers, make more sales, and earn higher commissions-- even in a recession
• How to identify clients' needs and create solutions to fit those needs
• How to build strong relationships with customers and manage those relationships for long-term success

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This digital document is an article from Soft-Letter, published by Soft-letter on September 30, 1993. The length of the article is 663 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

Citation Details
Title: Marketing: Ries & Trout's 22 laws. ("The 22 Immutable Laws of Marketing" by Al Ries and Jack Trout)
Publication:Soft-Letter (Newsletter)
Date: September 30, 1993
Publisher: Soft-letter
Volume: v10 Issue: n11 Page: p1(2)

Distributed by Thomson Gale.
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