Rating: 
Summary: A MUST READ!
Review: Everyone knows that we live in a world becoming more and more obsessed with the Internet. The question is how to get in on the e-business world so you can succeed. Ries and Ries' book is the answer everyone needs. This book is full of valuable information for anyone who works for a dot.com company, invests in, or operates an online business. Their 11 laws are clear guidelines of what to do and what not to do to make your brand known on the Internet. From picking your e-company's name to the Law of Time, this book is a must have for anyone living in the dot.com world!
Rating: 
Summary: If Not Precisely "Immutable", Nonetheless Reliable
Review: Few laws are "immutable" in a business world in which change is the only constant. Indeed, the Rieses' use of the word "laws" may itself be subject to debate. However, the authors do provide 11 helpful guidelines when suggesting how to achieve effective "Internet "branding." For example, (1) The Internet can be a business or a medium, but not both, (6) Advertising off the Net will be a lot bigger than advertising on the Net, (9) The biggest mistake of all is believing that you can do anything and (10) Everyone talks about convergence., while just the opposite is happening.Perhaps you have already read previous books authored or co-authored by Al Ries. Positioning, for example, in which several of the same branding "laws" or guidelines are advocated. In this book, he and his co-author apply them specifically to the Internet. For small-to-midsize companies especially, this can be a very valuable book. In the Age of Commoditization, it is seldom possible for such companies to be ranked first in their category or first entrant in their competitive marketplace (see Laws #5 and #8). Of course, the Rieses understand that. However, small-to-midsize companies CAN prosper if they take full advantage of certain competitive advantages which their size makes possible, especially speed (eg rapid response to a given situation) and resiliency (eg "turn on a dime"). Interestingly enough, huge corporations such as GE and Cisco Systems implement strategies based on essentially the same principles which the Rieses advocate.
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Summary: Great BRAND NAME FOR INTERNET book.
Review: FOR people looking for idea about INTERNET BRANDING, this is the perfect book. Writen in an easy to follow way and full of correct wisdom. This is about HOW and WHY you should choose a proper name instead of a common name, what to pay attention to and hundreds of other good wisdom regarding branding and name-ing. A good marketing strategist, AL Ries has writen many books i love, especially the old old clasic -marketing warfare-. This is ofcoourse a lesson from someone-who-really-know-about-branding-and-positioning! A small book (size) and not too thick, but just perfectly nice for the busy -us-.
Rating:
Summary: Concise, clear, intelligent and very interesting.
Review: For those approaching the internet as virgins or for the more saavy, sophisticated navigators--this book provides some remarkable tools. Well written, Ries & Ries set forth ideas that are clever, concise and thought provoking. This book provides something solid for either the individual or company who face the daunting task of establishing a "voice" in the ocean of the internet. --Publicist/Entertainment Industry
Rating:
Summary: once again al and laura ries have hit the nail on the head
Review: from the very beginning of this book al ries makes it clear the internet is either a medium or a business,and he is correct.al always approaches his marketing from the end to the beginning,the end being the mind of the consumer and works back to the beginning that being the seller of the good s and/or services.the internet is a game played by dominant brands,like Amazon.com.al is also correct when he says that the only way to compete with the leaders is to focus on a sub-category, with a good name,thereby becoming a specialist.as they state the internet is the only interactive media and it is immediately interactive.in chapter 4 al states that the name stands alone on the internet,and once again he is correct.there is no physical representation for many of the most succesful internet companies but we all know the brand name dot-coms,brought to us by word of mouth or advertising.i could go on and on.just read the book and see for yourself once again a fantastic job.your biggest fan
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Summary: BRANDING IS THE ULTIMATE SECRET TO INTERNET SUCCESS!
Review: Having just launched my own website, I've found this new book to be very interesting. The 11 laws are clear guidelines to help anyone market effectively on the Web. When you hear their argument, it becomes apparent that the Internet is misunderstood and that millions of dollars are being wasted in ineffective marketing. New readers should be aware that the Ries' other books are top-notch marketing books that are classics and it would be prudent to understand the Web with their help instead of trying to figure it out yourself or listening to the hype & standard interpretations. Any bad reviews for this book are way out of line. Only a fool would ignor their insights.
Rating:
Summary: Easy to read and some thought provoking ideas
Review: I am not sure if I totally agree with everything Al and Laura are saying, some of the argument seem somewhat loosely based on circumstantial evidence, yet on the other hand much of what they have to say makes a lot of sense. I am not so sure that all the 11 laws promulgated are indeed "immutable". The law of vanity (chapter 9), for example, I would like to know what the Ries's think of the Virgin brand and how it has transcended from being a record label to a airline carrier, health club operator, cell-phone service provided among others, is this just and exception or is mutation possible? The book enlightened me into some key insights about the Internet that I had not considered relevant before, like the issue of interactivity and the consequential impact on Internet advertising. I was also particularly irritated at first by their chapter on "divergence" and their strong feelings on the myth of "convergence", but then I gave it some thought, I consider that maybe we are being misled by the media hype in respect of convergence in respect of gadgets, but where I think the Ries's are missing the point is in the convergence at the service level - here I think there is a strong case for convergence of content with medium and billing etc. I think the merger of Time Warner with AOL will prove to be model for future survival. For example if the cable company delivering the pay-per-view TV can also give me my telephone and Internet connection - great. Overall this book definitely provides some useful and sound advice for the entrepreneur considering an e-commerce presence, and which one can avoid this today?
Rating:
Summary: Always provoking, often correct
Review: I assume the publisher forced the authors to stick the word "Immutable" in the title. These laws aren't immutable; they probably aren't even laws, as Ries & Ries freely admit throughout the book. Unlike a lot of the e-babble floating around out there, this book takes a definite stand, and does not hide in vague, unfalsifiable assertions about how everything's going to change. Instead, there are predictions and advice: the internet will not replace television. Build a separate web brand. I disagreed with probably 6 or 7 of the 11 "immutable laws," especially when the authors are discussing the relations among online and offline brands. However, they never failed to make me stop and consider why I believe what I believe about e-branding, which is important in itself. This shouldn't be the only, or perhaps even the first, internet branding book you buy, but it's a good way to question and expand your thinking on the subject.
Rating:
Summary: Always provoking, often correct
Review: I assume the publisher forced the authors to stick the word "Immutable" in the title. These laws aren't immutable; they probably aren't even laws, as Ries & Ries freely admit throughout the book. Unlike a lot of the e-babble floating around out there, this book takes a definite stand, and does not hide in vague, unfalsifiable assertions about how everything's going to change. Instead, there are predictions and advice: the internet will not replace television. Build a separate web brand. I disagreed with probably 6 or 7 of the 11 "immutable laws," especially when the authors are discussing the relations among online and offline brands. However, they never failed to make me stop and consider why I believe what I believe about e-branding, which is important in itself. This shouldn't be the only, or perhaps even the first, internet branding book you buy, but it's a good way to question and expand your thinking on the subject.
Rating: 
Summary: A book for the branding novice...
Review: I found this book to be very simplistic overall and lacking truly indepth examples. In my opinion, the entire contents of this book could be covered in a well defined chapter or two. Its easy reading and may be educational for the branding novice. However, if you're an experienced branding professional, look for another alternative.
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