Al Ries Books
Al Ries was an American marketing strategist and author, best known for developing the concept of positioning in marketing. Jack Trout was a marketing consultant and author who collaborated with Ries on several influential books.
Known for: The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
Books by Al Ries
The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
This influential marketing book by Al Ries and Laura Ries outlines 22 fundamental principles that govern successful brand building. Drawing from real-world examples, the authors explain how companies can create, position, and sustain powerful brands in competitive markets. The book emphasizes clarity, focus, and consistency as the cornerstones of effective branding strategy.
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Law 1 – The Law of Expansion
Whenever a company tries to broaden its brand—in scope, product line, or market—the result is usually erosion of meaning. We’ve watched this unfold countless times. Think of a brand as a sharp knife: the more you chip away at its edge by trying to make it do everything, the duller it becomes. A bran...
From The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
Law 2 – The Law of Contraction
If expansion weakens, contraction strengthens. Every brand that has achieved lasting success has done so by narrowing its scope until it occupies one clear space in the mind. Volvo means safety. FedEx means overnight delivery. When you focus tightly, you dominate that category. By contracting, you s...
From The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
About Al Ries
Al Ries was an American marketing strategist and author, best known for developing the concept of positioning in marketing. Jack Trout was a marketing consultant and author who collaborated with Ries on several influential books.
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Al Ries was an American marketing strategist and author, best known for developing the concept of positioning in marketing. Jack Trout was a marketing consultant and author who collaborated with Ries on several influential books.
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