Rating: 
Summary: The Ries' have bought in to the Internet hype
Review: A decent book, that is a quick read. The Ries' provided a couple of good examples that I can apply. BUT - it is clear they have bought in to the Internet hype TOO much - for example - they predict that Wingspan will be the winner in the online banking wars...however, the day before I read this book, I read the Industry Standard May 15 edition, with an article about Wingspan where they say BankOne.com customers outnumber Wingspan by almost 5:1. (BankOne is the parent co. of Wingspan)Things like this, and terrible editing, such as repeatedly calling Dr.Koop.com "J.R. Koop" made me take much of what was said in this book with a grain of salt.
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Summary: Clarity of a difficult subject
Review: Al and Laura Ries have done it again. They have taken an ambiguous and subjective subject and made complete and clear sense of it. So easy to read and so to the point. An absolute must for Internet marketers.
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Summary: An over-extended brand
Review: Al Ries has written or contributed to some stellar marketing books including "Focus" and "Positioning". The 11 Immutable Laws of Internet Branding is a disgrace compared to previous works. It appears the Reis' got caught up in the Internet hype, stating things like "putting your name on both your physical store and your Website is a serious error" and "On the Internet you should start the brand-building process by forgetting everything you have learned in the past", WHAT? The authors demonstrated their knowledge of the net by introducing us to FrogDog (FogDog.com) and the infamous JRKoop (DrKoop.com), which makes one wonder if the authors were even awake when they wrote this book. You'll find as much hype and as many ill-conceived marketing laws in this book as any on the market. I'd take this book over something like Charles W. Kadlec's "Dow 100,000: Fact or Fiction" so maybe it's worth a second star. The bottom line: DON'T BUY THIS BOOK!
Rating: 
Summary: Poor book with fine content
Review: Al Ries is, undoubtly, one of the best marketeers alive. However, I think he wrote this book trying to make a "first move" in e-business lectures. To me, this book by itself is not completely good, it seems to have been writen in a rush. Besides, it looks like a copy of the "22 Inmutable Laws of Marketing". Anyway, it is still a great book for those who are just starting their own business and those who have been running it for a while but still have a long way to go. It is a little boring after 3 or 4 chapters, but you'll find valuable information that guides you in developing an strategy for your own brand in the WWW (you can use it off-line, too). If you can combine it with Ries' "22 Inmutable Laws of Marketing" ("Positioning" will also help), then you can get a better picture. I rated it 4 stars because of the quality of the content. It is also a good book for students in the first grades of college.
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Summary: A great introduction to basic Internet branding principles
Review: As a founder of an Internet e-commerce solutions provider, B2B Technologies, I find in our dealings with everyone from dot-com startups to established brick-and-mortar companies, an amazing lack of understanding in basic marketing and branding. Part of our process includes educating our customers on these elementary ideas and having this book on-hand has been an invaluable reference in explaining these concepts. It does a great job at capturing and explaining, in easily digestable terms and examples, the notion of the Internet as a new medium and channel, that doesn't replace, but rather supplements and enhances traditional media.
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Summary: Great book..yet to be tested
Review: As usual of his books, the clarity is good. but many of the rules are yet to be proven. One most controversial aspect is the namings. While yahoo, Ebay,amazon,priceline are established names, there are less than 50 names that u can remember as internet brand names. etrade.com,buy.com etc may or may not be strong names,but i think the way internet is ---- it might never be possible to establish brand names like yahoo,because all the brand names came in as first movers. yahoo might have been successful even if it was "searchengine.com" or amazon be successful if it was "buy.com or books.com or shop.com." author also forgets the fact that these sites have quality and they always set the standards in what they do. that's why people throng into yahoo,ebay and amazon.....not because of the names ofcourse,cars.com,carsdirect.com,carsbyphone.com are confusing and author is right. laws of either/or is again not acceptable. walmart is not a big brand online bcoz they never started thinking as an online company. they try to push the offline rules online and so are not successful. the day when offline companies think "Internetally" (like amazon) then the game will shift (it is happening) Other rules on globalization, singularity and many more are good. these immutable laws may not stand the test of time,but definitly a book worth reading and pondering
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Summary: Immutable or Mutable.... only time can tell
Review: Authors have based their hypothesis on certain basic assumptions. Have they been able to map the realities accurately will only be seen in times to come.
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Summary: Disappointing
Review: Book starts well and then goes downhill after the 1st half into a very pro-American where everything American is GREAT! Which as a non-American is grating. Also it is very good at pointing to companies who have made mistakes or were too slow to get into the internet however it provides no advise as to how they can get back their lead - which quite frankly would have made the book more interesting. One other minor point - Burger King the great American institution mentioned many times as being American is owned by Diageo an English Food & Drink Conglomerate.
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Summary: Creating a Brand on the Internet is the Key to Your Future.
Review: Conventional wisdom has brands becoming less important in thefuture because "everybody is going to go online to find thecheapest price." We think it will be just the opposite. In the future, brands will become more important, not less. The real world is loaded with visual clues to help identify brands. A bank looks like a bank; a book store looks like a book store. The packaging on a bar of soap, the shape of a Coke bottle, all give consumers valuable information. On the Internet, however, your brand is invisible. Until someone actually keyboards the name of your website or brand into their computer, there is nothing. It's this inherent invisibility of Internet brands, in our opinion, that make branding on the Net even more important than branding in the physical world. And the dot.coms that will succeed are those who build powerful brands. And that's why we wrote the book. The book itself is the result of our hands-on work with both large and small companies as well as Internet start-ups and established Internet brands. Follow the 11 Immutable Laws of Internet Branding to build a strong, profitable Internet brand for the future. Break the laws, and pay the price. Don't say we didn't warn you....
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Summary: La guia basica de internet branding
Review: Este libro tiene todo el sello de Al Ries, es de fácil lectura y rápida digestión, amén de la riqueza del contenido. Nos enseña de manera clara y sencilla las bases del manejo de marcas (y nombres) en Internet. Es ideal para los que desean iniciar su experiencia en e-bussiness sin perder el valor de sus marcas. Claro, siempre que tengan una marca ;)
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