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The 22 Immutable Laws of Branding
by Al Ries, Laura Ries
from Collins Business
Customer Reviews:
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Avg. Customer Rating: 4.0 / 5.0 
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in plain english 
very easy to read, to the point...sometimes a little repetitive but that's ok...good for memorizing.
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Exciting Book
This book is a classic. The language and content are so fresh you won't fail to be impressed even when you read it today.
[...]
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Half of this book is good for beginners, the other half is dangerous. 
There are two parts to this book. One part is pure common sense to anyone vaguely aware of what branding is, and an excellent guide for beginners. The other part is almost pure fiction.
The basics of branding are very well defined and explained through examples. Ideas are grouped under logical categories named "laws" (i.e., to be unconditionally obeyed?) whereas the concept of "pattern" (i.e., truths that apply most of the time in certain non-exclusive conditions) would have been more appropriate.more info
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Shoul dbe 22 sometimes laws of branding... 
Good for branding basics, but once it dives into the "new world of the Internet" it stops being useful basically because every prediction they have about Internet companies and the mistakes they are making turn out to be wrong. The fact that you're looking at this review proves 1 prediction wrong, they predicted Amazon would die because it's straying from it's branding by expanding beyond books (its brand). They spend a lot of time talking how none of the old rules apply to the Internet, then they spend the... more info
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