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The 11 Immutable Laws of Internet Branding |  | Authors: Al Ries, Laura Ries
Publisher: Collins
Category: Book
List Price: $21.00
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Rating:  51 reviews
Media: Hardcover
Edition: First Edition
Pages: 192
Number Of Items: 1
Shipping Weight (lbs): 0.3
Dimensions (in): 7.5 x 5.8 x 0.4
ISBN: 0060196211
Dewey Decimal Number: 658.84
EAN: 9780060196219
Publication Date: June 1, 2000
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Amazon.com Review
To most observers, the Internet is too new a medium to draw any firm conclusions about how to use it for business. But the Rieses have already come up with 11 "immutable" laws. Each is somewhat counterintuitive, and a couple are downright debatable. Start with No. 1: the Law of Either/Or. It states that a Web site can be a business or a medium for information, but not both. Therefore, companies have to choose which purpose they want to use the Internet for. Is it a medium, a way to get out the message about an existing "outernet" business? An example of this would be a magazine that puts up a Web site to allow readers to sample its content and then order a subscription. Or is it a business, trying to make money by selling a product or service? The Rieses argue that when a company decides to do business on the Web, it's better off starting a new brand rather than trying to extend its existing name. Another debate might erupt over No. 10: the Law of Divergence. Rather than the Internet becoming a medium that combines radio, TV, and telephone service, the Rieses say technology always goes in the opposite direction--it splinters. They use the analogy of the combination car and boat someone once invented: it drove like a boat and floated like a car. Thus, the Internet will separate into different types of services but will never converge with TV and radio. Only history will tell us if these laws are truly immutable, but one thing is certain now: there's not a paragraph in this book that isn't provocative in some way. Businesspeople may not take all the counsel the Rieses offer, but they'd be nuts not to at least consider it. --Lou Schuler
Product Description
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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Showing reviews 1-5 of 51
 Follow law eight... Just do it May 8, 2010
I. Burris
Following law eight by skipping this book and just creating a product. I felt this book was more a waste of time than anything. I wouldn't consider myself business savvy but just about everything in this book seemed like common sense to me. I suppose some of the information is somewhat good such as rules for naming a company (why I gave it two stars). I felt like most of what was said could have been distilled into 20 or so pages. Many of the examples consists of bullet lists which seem like just filler and which are repeated time and time again throughout the book.
 Prematurely written and in many cases, just wrong. March 12, 2009
M. Cory (Stafford, VA)
5 out of 5 found this review helpful
I'm a big fan of Positioning but Ries should have followed his owned advice on this one regarding brand extension and left these immutable laws to people who know what they are talking about.
This book is about nine years old and any "old" book about the Internet is going to be dated.
It seems he rushed this book based on cursory scanning of the Internet.
Here's a quick take on the "immutable" laws as seen by Ries:
1. Either/Or. Don't agree with this one. Brick and Mortar establishes credibility which is still lacking on the Internet. He cites Amazon and eBay as examples but they are the exceptions.
2. Interactivity. In 2000 (when written), interactivity was a buzzword. Today it's just a given. It's comparable to basing an immutable law around having a mouse and a screen.
3. Common Names. I agree with this to a point but it deserves more study.
4. Proper Names. Good advice.
5. Singularity. Completely off. Time will show that different sites and retailers appeal to different demographics, just like in the real world. The pie is big enough for robust competition (and will get bigger). The Internet is still a new market and has dominant brands. That is changing and will continue to change. Also, if singularity were true, there would be no need for the Washington Post, NYT, WSJ, etc. We would all read USA Today. Localization is still a big factor -- even on the net.
6. Advertising bigger off of the net than on. Ugh, he was so wrong on this one because he made premature assumptions. This was before the keyword boom and, to this day, e-mail marketing is still in its infancy. Advertising on the net has such a massive advantage because you can control and track EVERYTHING. You can test and shift any element of a campaign in real time. Very, very, very bad "immutable" law.
7. Globalism. Sure, I'll buy this one but sites localized to a region will have an advantage.
8. Time (first in the prospect's mind). Great advice that applies to all marketing.
9. Vanity (brand extension). Very wrong again. Google dominates because of brand extension. Ries criticized Amazon for extending beyond books and, sure enough, Amazon showed its first profitable quarter at the end of 2001 after expanding offerings. Once trust and credibility are established with an Internet brand you can extend.
10. Divergence. My iPhone defies Ries' thoughts on this. Convergence is here and it's going well. The Internet is the poster child of convergence but I don't think Ries' understands technology well enough to get that. All types of technology and protocols already converge on the Internet and are now jumping off. Netflix integration with the XBox, Traffic updates served through Google maps to GPS and phones, SMS integration with chat, etc.
11. Transformation. Woohoo, he got it right!
Yes, my review is a bit snarky but Ries needs to show some responsibility and either update this book or take it out of print. People -- marketing professionals -- are relying on Ries' credibility that originated from his other books and are taking this one as gospel -- and they're paying a very dear price for it.
11 Quick and Dirty Thoughts Written Hastily December 16, 2008
Andrew Everett (Santa Monica, CA USA)
1 out of 1 found this review helpful
Having enjoyed other books coauthored by Al Ries, I was disappointed with this one.
Maybe the authors rushed this to market, taking their own advice: "Getting it right makes no sense from a branding point of view. Anything worth doing is worthwhile doing in a half-a**ed way." Yes, they really wrote that. I appreciate the importance of being first, but if your first impression is half-a**ed, won't that define your brand accordingly? "Once you stand for something in the prospect's mind, it is very hard to change what you stand for."
Moving on, the Law of Either/Or says that the Internet can be a business or a medium, but not both. "If the Internet is a business, putting your name on both your physical store and your Website is a serious error." I buy office supplies at Staples.com with the convenience of delivery, but sometimes I shop at the Staples store when I need something the same day. Either way, I earn Staples Rewards points. There may be cases where it makes sense to have a separate brand for the web, but this is obviously not an "immutable" law.
Another strange assertion is that online advertising and online publications are not viable. "Along with advertising, many of the traditional forms of communication are just not going to make it on the Net. Take newspapers and magazines as an example. Why would you assume that you can publish a successful magazine or newspaper on the Internet?" A few paragraphs later, they acknowledge the success of the Wall Street Journal Interactive Edition, but ask "whether or not Dow Jones would have been better off launching an Internet publication under a different name..." Uh... no. I understand the authors' aversion to line extension (such as if Coca-Cola launched Coke chewing gum) but the Wall Street Journal print and online editions draw from the same pool of editorial content, so it is perfectly sensible to use the same name.
On page 160 they write, "Internet search engines will decline in importance." Sure, once online brands gain loyalty, customers will go directly to those sites: I want to buy a book so I go straight to Amazon. But that doesn't mean that search engines won't continue to play a central role in web browsing.
Aside from some left-field thinking, there's sloppiness. On page 63, former Surgeon General C. Everett Koop is referred to as JR Koop, and his website is cited as jrkoop.com, rather than drkoop.com.
I don't recommend this book.
 Confirmed that I was doing something right! February 23, 2007
Cindy Brock (Georgia, USA)
0 out of 1 found this review helpful
I was a fan of the The 22 Immutable Laws of Marketing. A coworker had this book on his shelf and I asked to borrow it. It was just as good as the The 22... book. As I read through it, I was so happy to see that the approach I had taken for my business as it relates to marketing on the internet was correct. My favorite chapter is the one about the differnce between a business who markets on the internet and a true internet business. I also loved the information about picking a domain name. This book is ideal for the small business owner who either has a business they want to expand to the internet, or an idea for a business that uses the internet as the foundation.
Most inane book I have ever read August 16, 2003
5 out of 7 found this review helpful
This book offers conclusory statements with very superficial, if any, analysis. For example, the authors argue that technologies tend to diverge, and not converge. For support, they say "[i]n biology, the law of evolution holds that new species are created by the division of a single species. Convergence, instead, suggests that the combining of two species will yield you a new one. Invaraibly in nature you see things divide and not converge. We have hundreds of varieties of dogs and hundreds of varieties of cats, but "very few" dogcats, or chickenducks, or horsecows." What?! I haven't the foggest idea how a system like technology controlled by humans has to do with biology, a system of nature. When there's human intervention, convergence occurs all the time - such is the case with many modern fruits and vegetables that have been bred by humans. And really,there are "very few" varieties of dogcats? I'm not aware of any.I'd be curious as to what the authors have to say about the trend towards bigger corporations, through mergers. According to the authors, these big corporation really shouldn't exist, because things diverge, and not converge. They also make the pompous statement that the purchasers of business.com could have saved $7,499,979 if they had bought the authors' book. The fact that they could claim credit for saying that a brand name shouldn't be generic is preposterous. That is one of the most basic tenet of branding. Of course, the authors does not discuss sex.com, an equally generic name, which has made $40 million in the course of a few years.
Showing reviews 1-5 of 51
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