The 22 Immutable Laws Of Branding

The 22 Immutable Laws of Branding

Business & Money

Al Ries

Laura Ries

Management & Leadership

HarperCollins Business

22 Immutable Laws of Branding

Profile Books

11 Immutable Laws of Internet Branding

Marketing & Sales

The Laws of Branding

PerfectBound

Focus: The Future of Your Company Depends on It

What's the secret to a company's continued growth and prosperity? Internationally known marketing expert Al Ries has the answer: focus. His commonsense approach to business management is founded on the premise that long-lasting success depends on focusing on core products and eschewing the temptation to diversify into unrelated enterprises. Using real-world examples, Ries shows that in industry after industry, it is the companies that resist diversification, and focus instead on owning a category in consumers' minds, that dominate their markets. He offers solid guidance on how to get focused and how to stay focused, laying out a workable blueprint for any company's evolution that will increase market share and shareholder value while ensuring future success.

HarperCollins, Publishers

Positioning, a concept developed by the authors, has changed the way people advertise. The reason? It's the first concept to deal with the problems of communicating in an overcommunicated society. With this approach, a company creates a position' in the prospect's mind, one that reflects the company's own strengths and weaknesses as well as those of its competitors. Witty and fast-paced, this book spells out how to position a leader so that it gets into the mind and stays there, position a follower in a way that finds a hole' not occupied by the leader, and avoid the pitfalls of letting a second product ride on the coattails of an established one. Revised to reflect significant developments in the five years since its original publication, Positioning reveals the fascinating case histories and anecdotes behind the campaigns of many stunning successes and failures in the world of advertising.

Positioning: The Battle for Your Mind

Jack Trout

McGraw-Hill Education (ISE Editions)

Bottom Up Marketing

The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors. Writing in their trademark witty, fast-paced style, advertising gurus Ries and Trout explain how to: <ul>
<li>Make and position an industry leader so that its name and message wheedles its way into the collective subconscious of your market-and stays there </li>
<li>Position a follower so that it can occupy a niche not claimed by the leader </li>
<li>Avoid letting a second product ride on the coattails of an established one. </li>
</ul>
Positioning also shows you how to: <ul>
<li>Use leading ad agency techniques to capture the biggest market share and become a household name </li>
<li>Build your strategy around your competition's weaknesses </li>
<li>Reposition a strong competitor and create a weak spot </li>
<li>Use your present position to its best advantage </li>
<li>Choose the best name for your product </li>
<li>Determine when-and why-less is more </li>
<li>Analyze recent trends that affect your positioning. </li>
</ul>
Ries and Trout provide many valuable case histories and penetrating analyses of some of the most phenomenal successes and failures in advertising history. Revised to reflect significant developments in the five years since its original publication, Positioning is required reading for anyone in business today.

McGraw=Hill

Positioning: The Battle for Your Mind, 20th Anniversary Edition

McGraw–Hill Education

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Books by Al Ries