Tag Archive | "Al Ries"

Al Ries on branding: the final word

Al Ries on branding: the final word

Just two days ago, Brandweek released its list of 2009 Superbrands (it is not happenstance that our marathon review of Al Ries has ended on the day the 2009 Superbrands were announced). Just a cursory glance over the category winners gives you a veritable rogue’s gallery of Al Ries felons. Scofflaws who not only busted [...]

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Al Ries on how to maintain a brand

Al Ries on how to maintain a brand

As we wind down our marathon review of Al Ries’ The 22 Immutable Laws of Branding, we hand over the stage to Ragin’ Al himself to tell us how to maintain a brand. While the central focus of the Al Ries branding program is that one brand should always equal one thing and one word [...]

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Al Ries on how to build a brand

Al Ries on how to build a brand

In our extensive review of Al Ries The 22 Immutable Laws of Branding, we’ve been throwing famous and successful brands at the book and finding that Ries’ core principles really don’t hold up too well. But what about the rest of the book? The core principle underlies only seven “immutable” laws. Are there more core [...]

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Al Ries slips on a bar of Ivory — see you next fall!

Al Ries slips on a bar of Ivory — see you next fall!

Over the past couple weeks, we’ve been “smarting” up Al Ries’ The 22 Immutable Laws of Branding, which, as its title suggests, admits of precious little nuance or complexity. It’s a perfectly wonderful book — it is, after all, the biggest bestseller on branding — but we’ve found as we throw one random successful brand [...]

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Al Ries downs a whole bottle of Extra Strength Tylenol!

Al Ries downs a whole bottle of Extra Strength Tylenol!

Our weird, wonderful, and wacky review of Al Ries’ The 22 Immutable Laws of Branding continues to smart up the slim volume by using brand case studies to paint a fuller picture of branding opportunities. We’re now in the process of totally revising the Ries framework and today, after a whopping dose of Extra Strength [...]

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Al Ries gets a Fruit of the Loom wedgie!

Al Ries gets a Fruit of the Loom wedgie!

Faithful readers of our blog have followed with baited breath as we throw one case study after another at Al Ries’ formidable branding bible, The 22 Immutable Laws of Branding. So far, we’ve managed to qualify Ries’ central dictum — that one brand should always be one thing and always associated with one and only [...]

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Al Ries doesn’t know what to do with Vaseline . . . but we do!

Al Ries doesn’t know what to do with Vaseline . . . but we do!

We’re just having too much fun reviewing Al Ries’ The 22 Immutable Laws of Branding by randomly throwing brands at the book and seeing if they stick. Help! We can’t stop! Well, talk about sticky, today we throw a gooey jar of Vaseline at the book and . . . wait! Al Ries already threw [...]

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Breakfast at Tiffany’s and Al Ries is on the menu

Breakfast at Tiffany’s and Al Ries is on the menu

In yet another installment of our endless review of Al Ries’ The 22 Immutable Laws of Branding, we explore a more delicate and feminine side of Ragin’ Ries as we lightly take him to Tiffany’s. Will his immovable, straight-from-the-mouth-of-god tawhid-like doctrine of one brand = one thing = one word hold up at the retailer [...]

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In which we put Al Ries naked into a Jacuzzi to see if his 22 Immutable Laws stand up

In which we put Al Ries naked into a Jacuzzi to see if his 22 Immutable Laws stand up

Faithful readers of this blog know that we’re taking on the formidable and legendary Ragin’ Al Ries and his popular bestseller, The 22 Immutable Laws of Branding, by throwing famous and successful brands at him totally at random. Since no-one here at Shoestring Venture likes to play by anyone’s rules — and since we’ve never [...]

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Al Ries doesn’t like Campbell’s soup. Really. Says so himself.

Al Ries doesn’t like Campbell’s soup. Really. Says so himself.

This is the craziest book review you’re ever going to read. We’re taking on Al Ries and his seriously simplified 22 Immutable Laws of Branding by throwing one major, successful brand after another at the book. Which we’ve chosen completely at random. Honest. And, not surprisingly, we’re finding that the owners of these brands aren’t [...]

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Al Ries (and his 22 Immutable Laws) sumo wrestles Aunt Jemima! Thrills! Chills! A big mess!

Al Ries (and his 22 Immutable Laws) sumo wrestles Aunt Jemima! Thrills! Chills! A big mess!

In our unusual book review, where we take on Al Ries’ 22 Immutable Laws of Branding one brand at a time, we’re striving to “smart up” the book, to make it more useful to folks like you and me who have a vested interest in building and maintaining a brand. We’re hoping that each time [...]

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22 Immutable Laws of Branding, part two: Jell-O smacks down Al Ries!

22 Immutable Laws of Branding, part two: Jell-O smacks down Al Ries!

In our unusual book review series, the staff here at Shoestring Venture is out to break Al Ries 22 Immutable Laws of Branding one brand at a time. Because we don’t believe in negative reviews, we’ve decided to “smart up” what Ries has dumbed down by subjecting his polemics to a “brand test” of major [...]

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Breaking the 22 Immutable Laws of Branding one brand at a time, part 1

Breaking the 22 Immutable Laws of Branding one brand at a time, part 1

A search on Amazon for “branding” books racks up a whopping 2,500 entries, making it the second most popular topic, after leadership, in the biz-book market. Topping this Godzilla pile is Al Ries’s The 22 Immutable Laws of Branding, the king of the hill because, like so many of its bestselling colleagues, it rigorously follows [...]

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