This is the book many people are calling "the bible of branding."

Step-by-step instructions on branding. Combining The 22 Immutable Laws of Branding (2000) and The 11 Immutable Laws of Internet Branding (1999) makes this paperback the one book you need to build a brand in today's environment.

This is the era of brands. You can't make money with commodities. The only way to make money in today's marketplace is with brands. This book provides the laws that can make the difference between success and failure.

Shatters conventional wisdom. The book answers questions like: Which is more important, advertising or PR? Should we line extend? How important is quality? What color and shape should our logo be? How do we go global? When do we let a brand die? How often do we change our slogan? Should we block competitors from entering our market? Do we promote the category or our brand? What should we name our brand? When and how should we launch a website? What is the best name for the website? What if we're not first in the category?