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.

Focus: the Future of Your Company Depends on It

Business & Money

Ries, Al

Marketing & Sales

Harper Business

The 11 Immutable Laws of Internet Branding

Ries, Laura

Management & Leadership

HarperCollins Business

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.

The 22 Immutable Laws of Branding

Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations. 
Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising. 
Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides valuable ideas for marketers -- all the while demonstrating why 
<ul>
<li>advertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility; </li>
<li>the big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR; </li>
<li>advertising should only be used to maintain brands once they have been established through publicity.</li>
</ul>
Bold and accessible, The Fall of Advertising is bound to turn the world of marketing upside down.

The Fall of Advertising and the Rise of PR

Reference

Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations. 
Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising. 
Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides valuable ideas for marketers - all the while demonstrating why 
<ul>
<li>advertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility; </li>
<li>the big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR; </li>
<li>advertising should only be used to maintain brands once they have been established through publicity.</li>
</ul>
Bold and accessible, The Fall of Advertising is bound to turn the world of marketing upside down.

Business Culture

Two marketing experts share their radical strategies for marketing effectively on the Internet, urging readers to mix the old with the new when making a marketing plan, and using anecdotes from successful web companies to illuminate their ideas.

Collins

What Charles Darwin did for biology, Al and Laura Ries do for branding.
In their exciting new book, The Origin of Brands, the Rieses take Darwin's revolutionary idea of evolution and apply it to the branding process. What results is a new and strikingly effective strategy for creating innovative products, building a successful brand, and, in turn, achieving business success.Here, the Rieses explain how changing conditions in the marketplace create endless opportunities to build new brands and accumulate riches. But these opportunities cannot be found where most people and most companies look. That is, in the convergence of existing categories like television and the computer, the cellphone and the Internet.
Instead, opportunity lies in the opposite direction—in divergence. By following Darwin's brilliant deduction that new species arise from divergence of an existing species, the Rieses outline an effective strategy for creating and taking to market an effective brand. In The Origin of Brands, you will learn how to:
<ul>
<li>Divide and conquer</li>
<li>Exploit divergence</li>
<li>Use the theories of survival of the firstest and survival of the secondest</li>
<li>Harness the power of pruning</li>
</ul>
 Using insightful studies of failed convergence products and engaging success stories of products that have achieved worldwide success through divergence, the Rieses have written the definitive book on branding. The Origin of Brands will show you in depth how to build a great brand and will lead you to success in the high-stakes world of branding.

The Origin of Brands: Discover the Natural Laws of Product Innovation and Business Survival

What Charles Darwin did for biology, Al and Laura Ries do for branding. In their exciting new book, The Origin of Brands, the Rieses take Darwin's revolutionary idea of evolution and apply it to the branding process. What results is a new and strikingly effective strategy for creating innovative products, building a successful brand, and, in turn, achieving business success. Here, the Rieses explain how changing conditions in the marketplace create endless opportunities to build new brands and accumulate riches. But these opportunities cannot be found where most people and most companies look. That is, in the convergence of existing categories like television and the computer, the cellphone and the Internet. Instead, opportunity lies in the opposite direction—in divergence. By following Darwin's brilliant deduction that new species arise from divergence of an existing species, the Rieses outline an effective strategy for creating and taking to market an effective brand. In The Origin of Brands, you will learn how to: <ul>
<li>Divide and conquer</li> <li>Exploit divergence</li> <li>Use the theories of survival of the firstest and survival of the secondest</li> <li>Harness the power of pruning</li> </ul>
 Using insightful studies of failed convergence products and engaging success stories of products that have achieved worldwide success through divergence, the Rieses have written the definitive book on branding. The Origin of Brands will show you in depth how to build a great brand and will lead you to success in the high-stakes world of branding.

The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands

HarperBusiness

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.

Economics

22 Immutable Laws of Branding

Harper-collins Publishers

See the best price to sell, buy, or rent books by Ries, Al. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Ries, Al

See the best price to sell, buy, or rent books by Ries, Al. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Focus: the Future of Your Company Depends on It

The 11 Immutable Laws of Internet Branding

The 22 Immutable Laws of Branding

The Fall of Advertising and the Rise of PR

The Fall of Advertising and the Rise of PR

The 11 Immutable Laws of Internet Branding

The Origin of Brands: Discover the Natural Laws of Product Innovation and Business Survival

The Origin of Brands: How Product Evolution Creates Endless Possibilities for New Brands

Focus: The Future of Your Company Depends on It

22 Immutable Laws of Branding