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"Al Ries is a marketing professional and author. He is also 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 crediting with coining the term ""positioning"", as related to the field of marketing, and authored Positioning: The Battle For Your Mind, an industry standard on the subject.
Everyone knows that building your product or service into a bona fide brand is the only way to stand out in today's insanely crowded marketplace. The only question is how do you do it? This is the definitive text on branding, distilling complex theories and principles behind this key marketing term into in twenty-two easy-to-read vignettes including: The Law of Contraction A brand becomes stronger when you narrow its focus The Law of the Word A brand should strive to own a word in the mind of the consumer The Law of Fellowship In order to build the category, a brand should welcome other brands World-renowned marketing guru Al Ries and his daughter and business partner Laura Ries examine brand-blazing strategies from the world's best, including Coca-Cola, Xerox, BMW, Federal Express and Starbucks, to provide you with the expert insight you need to build a world-class brand.
What a book! During my bachelor marketing 'branding' was hardly addressed. So to prepare myself for my internship at a well-known branding consultancy I read this book. Now I am a 100% sure that I have all the basisknowledge on how to, and especially how NOT to, build and manage a brand. A side from the fantastic content, the structure is great. Each law is firstly explained in 1 or 2 sentences and introduced with a short example from the authors past. (Heineken, Volvo, Rolex) Then in a couple of pages (no more than 6/7) the law is worked out in a plesent to read way. All I can say is: if you are interested in marketing, or branding in specific, this is a book you HAVE to read!