Rating: 
Summary: A Must for any non-marketing student
Review: If you are a marketing student pass this one up. For the rest of us, this is a great book. It can be read in one sitting, yet it provides valuable insight in the world of Marketing. Buy the book, it just might pay for itself in the long run.
Rating: 
Summary: Suggestion: Don't waste your money...
Review: Any person with three or more years in the marketing and/or communications business could have wrote this book. Formula = recite an issue you have faced + state the result + develop a "law" based on the result + repeat the issue you faced for reinforcement = Aren't I smart. No, they are not smart. I found several of their laws did not apply to situations I have lived through, leaving me hard pressed to call them laws, but rather suggestions. I struggle to even give this book a one. If you are interested in a true "handbook" to marketing read Harry Beckwith: Selling the Invisible.
Rating: 
Summary: GREAT CHECKLIST FOR ELIMINATING COMMUNICATIONS STALLS
Review: I recommend that you read POSITIONING first before reading this book. That fine work will give you the background to appreciate the "laws" here and apply them more accurately. I found THE 22 IMMUTABLE LAWS OF BRANDING to be a good extension of POSITIONING. This is one of those rare cases where reading both books will help you much more than just reading one or the other. Having read some of the comments about this book, I think that some readers may have misunderstood the points. These laws need to be applied simultaneously. Brand names need to fill very small conceptual and competitive niches, or you will fail to communicate anything of interest to your readers and listeners. Having more examples is very useful. Some other sources of stalled progress for organizations include traditions that have outlived their usefulness, unwarranted disbelief about the potential of new ideas and technologies, misconceptions about the facts that create false assumptions, unattractiveness that leads to harmful aversion from opportunities, bureaucracy that needlessly adds costs and delays, and procrastination when the situation will deteriorate if not immediately addressed. Avoid these stalls and you can have 20 times as much with the same resources, or the same benefits in one-twentieth the time.
Rating:
Summary: Students of marketing - buy your copy right now!!
Review: As an MBA in marketing, I absolutely loved the book. It is throughly readable and full of well-known success stories and goof-ups in the world of marketing. From Coca Cola to Smuckers and Cabbage Patch Kids to Harley Davidson, you're sure to have some great learnings from the book. A must read for all students of management!
Rating:
Summary: Branding for Dummies
Review: As a marketing novice directing a start-up, I found the book immensely readable and practical. Some of it is intuitive and some can save you a lot of money and time. I wish it had been out when I was starting.RWK San Clemente, CA
Rating:
Summary: Best Book Ever Read On Marketing!
Review: When you really get into the concepts and the power behind them this book has the potential to change your life. Forget strategy - if you or your company are not in compliance with the laws, you will ultimately fail. This book is a must read for anyone looking to succeed in business or life.
Rating:
Summary: Contradictory platitudes that don't teach
Review: I expected this book to lay out rules of marketing, to help with a marketing department. All that i found was the author's shoehorning their 'laws' into each successful business. For instance: HP, perfect marketers. IBM: poor marketers. Why? HP diversified into the laser jet business when their strength was computers. IBM diversified from the mainframe, which was a mistake. The 'laws' are self-contradictory. There is no way i would know how to make a marketing decision after reading this book. Talk about arm-chair quarterback management.
Rating:
Summary: The best and most exciting book on marketing I've ever read.
Review: Practical examples and witty insights fill the breif chapters of this hard to put down prize. I believe it is a must read for anyone who sells or leads anything!
Rating:
Summary: excellent
Review: Are you a student of marketing? Then don't miss it... It can be read in one sitting, just like a novel...examples given in the book are practical and excellent
Rating:
Summary: Quick study guide for engrs seeking market savvy
Review: There are great technical people and great marketing people, but the greatest in today's computer industry are both of the above. If you're a marketing guy seeking technical prowess, good luck - but the tekkies can find a lot of concentrated market wisdom in the "koan-like" offerings made by Ries and Trout.
| 
