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The 11 Immutable Laws of Internet Branding by Al Ries| Laura Ries [Hardcover] [rare books]

The 11 Immutable Laws of Internet Branding by Al Ries| Laura Ries [Hardcover] [rare books]

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Book Summary

Published in 2000, The 11 Immutable Laws of Internet Branding adapts traditional branding wisdom specifically to the digital realm. Each chapter presents one “law,” such as The Law of Either/Or (the internet must be a business or a medium—not both), The Law of Interactivity (brands must engage users in two-way communication), and The Law of the Common Name (generic names fail online). Other key laws include The Law of the Proper Name, Law of Singularity, Law of the Internet Name (domain = brand), Law of Publicity, Law of Advertising, Law of Globalism, Law of Time, and Law of Expansion. The Rieses argue that the internet amplifies core branding principles—focus, naming, clarity—and rewards brands that capture narrow niches quickly and effectively, while traditional advertising supports brand maintenance rather than creation online. Despite some outdated predictions, many laws—such as owning a word in consumers’ minds and prioritizing unique naming—remain highly relevant in today’s crowded digital space .

About the Authors

Al Ries is a legendary American marketing strategist known as the originator of the “positioning” concept; he co-founded the consultancy Ries & Ries in 1994 and has authored seminal books like Positioning: The Battle for Your Mind and The 22 Immutable Laws of Branding. Laura Ries, his daughter and business partner, serves as president of Ries & Ries and has co-authored multiple marketing classics with her father, including this book and The Fall of Advertising & the Rise of PR; she is also a frequent commentator on brand strategy in media

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