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The 11 Immutable Laws of Internet Branding (edition 2000)

by Al Ries

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863233,173 (3.46)2
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.… (more)
Member:jtcooper
Title:The 11 Immutable Laws of Internet Branding
Authors:Al Ries
Info:Collins (2000), Hardcover, 192 pages
Collections:Your library
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The 11 Immutable Laws of Internet Branding by Al Ries

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English (2)  German (1)  All languages (3)
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When I noticed that this book was published in 2000 – 17 years ago – I was interested to discover if any of the advice (and predictions) of the Rieses still hold true today. Some of their advice continues to make a lot of sense, like understanding if you intend to use the internet as a medium (to communicate and act an “up to the moment” catalogue of your available products and services) or if it is to be an internet business (think Amazon and Shopify) which has no ‘bricks and mortar” storefront. Coming up with short names for your online presence (i.e: the Hudson Bay Company website is www.thebay.com) continues to be a good idea as is anything that shortens keystroke entry.

Some of their predictions for the online world were fascinating. Amazon and Walmart’s current work towards a service that will deliver and put your groceries away for your while you are at work was predicted by the Rieses… but they thought that would happen by 2010, 7 years ago. Even back in 2000, they predicted Amazon’s dominance of the online book business, but their idea of “first out the post” dominance is not the guaranteed predictor of long-term success they communicate as Google has now completely dominated what back in 2000 was Yahoo’s domain as supreme search engine.

While I question the use of the word “immutable” to qualify their “laws” of internet branding, they do make some good arguments for unique brands for distinct product and service lines and the importance of understanding your business and your customers, in both the physical and online worlds and that all businesses will benefit from an online presence of some type, even if it is just to provide contact information for way to connect with the company.

Overall, a quick and interesting read that I would recommend more for its interesting historical view of the Internet in its infancy and the recommendations provided at the time for businesses seeking to make that first leap into the online world. ( )
  lkernagh | Nov 11, 2017 |
Some good thoughts, but with the internet changing so quickly, this book is a bit dated in a few areas. No mention of Google. His other books are more time-tested. Would enjoy an update on this book. ( )
  JamieNast | Oct 2, 2006 |
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Ries, LauraAuthormain authorall editionsconfirmed
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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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