As I move from tactical marketing work into more strategic work, my former CEO recommended several books. The first one I read is The 22 Immutable Laws of Branding by Al Ries and Laura Ries. This 2002 update of the original by Al Ries and Jack Trout includes The 11 Immutable Laws of Internet Branding.
I immediately liked the book for its easy readability and the fact that I agreed with what it said. But it’s a little bit dated. The world was different in 2002, particularly when it comes to the brands that dominate their fields. That doesn’t change the messages. After all, it’s the laws that are immutable, not the brand.
The passage of fifteen years is more evident and meaningful in the Internet section. The authors spend most of a chapter decrying the “vanity” of Jeff Bezos. Amazon, they say, should stick to books. Branching out into other markets will damage the brand in the long term. Yeah, about that…
Now the rule may be generally correct and Amazon is just a lucky exception. Certainly many other brands have outreached their grasps. But in a later chapter, they rail against the notion of convergence. Nobody would want a combination of a phone, camera, and music player. Strike two.
The future is hard to predict, so I don’t hold it against them for missing the mark. But if you repeatedly insist with great authority, you need to be proven right. The authors failed pretty miserably in that regard. This forces the skeptical reader to wonder if the rest of the authoritative statements are similarly wrong.
I’m inclined to think that the bulk of the advice is correct, but I would certainly caution the reader to not accept everything blindly.
This book is definitely focused on building a brand, not maintaining one. But if that’s what you’re after, I’d give The 22 Immutable Laws of Branding a read.