Winning the battle for the mind with a slogan that kills.
NEW RELEASE! To turn an ordinary slogan into a powerful battlecry, there are five techniques you can use: Rhyme, alliteration, repetition, reversal and double-entendre. A diamond will live forever and so can a powerful battlecry.
“I’ve come to expect nothing but the most revealing and instructional information from Al Ries and Laura Ries. This new book, Battlecry is as expected, very very good!”
The Battle for Your Mind
The book that revolutionized the field of marketing. Instead of communicating the benefits of your brand, you need to look inside the mind of the consumer to find a position you can own.
Voted the #1 marketing book of all time by readers of Advertising Age.
“One of the most important communication books I’ve ever read. I highly recommend it!”
Spencer Johnson, author of Who Moved My Cheese?
The 22 Immutable Laws of Branding
How to build a product or service into a world-class brand.
This book documents the 22 key principles of branding starting with “expansion” and “contraction” followed by “publicity” and “advertising.” Also included in this edition are the 11 immutable laws of Internet branding.
“I could only wish that I’d had access to this book at the start of my career – the insights it provides are indispensable to anyone seeking to build a business into a recognized brand.”
Philip Romano, Founder of Fuddruckers, Romano’s Macaroni Grill.
The future of your company depends on it.
BMW narrowed its focus to “driving” and became the world’s largest-selling luxury-vehicle brand. Most marketing programs are designed to expand brands when the real opportunity is just the opposite.
“This is a very important book, well documented and well argued. Next time your company is tempted to broaden or diversify, I guarantee that you will think twice.”
Philip Kotler, Kellogg Graduate School of Management
The Fall of Advertising
& The Rise of PR
For years, advertising had been the key weapon in marketing. Not today. Successful brands today are launched with PR. Advertising is best used after brands have already been built by PR.
“It’s the end of the era of advertising domination. Today great brands are built with PR.”
Richard Edelman, CEO, Edelman PR Worldwide
The Origin of Brands
Discover the natural laws of product innovation.
Divergence, Charles Darwin’s theory, creates endless opportunities in marketing, too. The mainframe computer diverged into the desktop computer (Dell), the laptop computer (Compaq) and the tablet computer (iPad.)
“Illuminating examples and wry humor combine for a delightful read.”
Harvard Business Review
War in the Boardroom
Why left-brain management and right-brain marketing don’t see eye-to-eye — and what to do about it.
“Examples are well explained and down to earth.”
USA Today book review
The 22 Immutable Laws of Marketing
Violate them at your own risk!
The classic laws of marketing starting with (1) Leadership. “It’s better to be first than it is to be better.” And (2) Category. “If you can’t be first, then set up a new category you can be first in.”
“Straight talk. Strong medicine. A must-read for every CEO.”
Kay Koplovitz, CEO, USA Network
“By the time something becomes a rule it is usually time to break it. I defy marketing people to break these rules without suffering the consequences.”
William Tragos, Chairman, CEO, TBWA/Chiat Day
The true nature of marketing today is not serving the customer. It is outwitting, outflanking, outfighting your competitors. Marketing is war where the competition is the enemy and the customer is the ground to be won.
“A business book with a difference: clear-cut advice, sharp writing and a minimum of jargon.”
Effective strategy is not developed in the boardroom. Like military generals, marketing leaders first need to go down to the front to find a tactic that will work and then develop that tactic into a marketing strategy.
If you want to get ahead in business, think like a jockey. Find the best horse you can ride. It could be a company, a product, an idea, another person or even your family. (Donald Trump’s father was a multi-millionaire builder.)