Philip Romano, CEO Romano Enterprises (Founder of Macaroni's, Eatzi's). "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."

Patrick Sullivan, CEO SalesLogix (Founder of Act software). "Al Ries' laws of marketing turned my software company into a worldwide brand and the dominant player in a whole new software category. Anyone looking to market their company successfully has to read The 22 Immutable Laws of Branding."