Rating: 
Summary: Interesting theories - but are they correct?
Review: I found this book very informative. Lots of good examples to support the claims. I wait to see if Ries and Ries arte correct in all of their thoughts. Only time will tell. But I recommend giving this one a read. It's easy, short, and helpful.
Rating: 
Summary: Very Disappointed
Review: I had high expectations for this book given the reputation of Al Ries. However, I found the book to be rather disappointing. Ries and Ries make some interesting points in the book, but I found several topics being repeated throughout the book (which is short as it is). They seem to adopt a very simplistic approach to branding success- use a proper name and you're halfway there! Success online is much more complicated than brand name selection, but the authors seem to suggest otherwise. I became skeptical of the authors' assertions after noticing a huge blunder in Chapter 4, where the authors identify former Surgeon General C. Everett Koop as "J.R. Koop" and the website bearing his name as "jrkoop.com." Yes, we could blame the editor for this error, but ultimately the reflection is on the authors. It seems that Ries and Ries violated one of their own "laws" by extending the "Immutable Laws" product to the internet. As written, it just does not work!
Rating: 
Summary: Ries's best book so far
Review: I had problems with Ries's previous books. Back then it was Ries and Trout, instead of Ries and Ries (his daughter). In the older books his basic message was very simple (niche and be the first in the mind of the buyer, position). Ries and Trout are credited with popularizing this positioning subject. From this very simple message, they wrote books that endlessly repeated this important, but very simple, message. Thus, his previous books were tedious, and sometimes boring. I had the same problem with Andy Grove's book, with his basic theme of "Only the Paranoid Survive": one concept... many pages. Thus, I thought his previous books were over kill. But this book is different. Maybe because Ries's daughter kept him on track. This is one of the best books on branding that I've read so far. And, it really does a great job on discussing branding as it applies to internet sites. For example, don't even think of naming your web site without reading this book. From reading this book, I have a much better understanding of how to structure my web site, how to name it, how to come up with internet site business ideas. Although Ries is a marketing guru, and not an internet techno-weenie, his understanding of the internet runs deep, from a business point of view. This is a masterful book, and I recommend it highly. I think a lot of VC firms should have read it before they invested in many of the copy-cat web sites that took their money.
Rating:
Summary: As always, Al Ries is RIGHT
Review: I hope I had read this OUTSTANDING marketing book a year ago. I would have made more intelligent use of my investment dollars, by buying stock only from the dotcoms that comply with the author's guidelines. You don't need to be a genius to see the pattern. Just look at what stocks 'survived' the dotcom crash. All of them (or, well, almost all) follow the 'laws'. Now take a look to the struggling dotcoms: they are violating the rules outlined in this book. It's just makes sense. As always, Al Ries books are out-of-this-world in terms of common sense. This one is brilliant. There's only one thing I don't like: why in the world Al and Laura Ries are using AGAIN the "immutable Laws" name... It's a paradox, if you consider who they are and what they teach. I see the publisher's hand on the title...
Rating:
Summary: An easy-to-read, interesting and profound book!
Review: I like reading the books written by Ries, all of which are excellent. This one is no exception! With the trend of using Internet, many Internet businesses emerge. However, many of them find it hard to operate online. What's wrong with them? It is good for Al and Laura Ries to first clarify that the Internet is either a medium or a business. It is really a fundamental and important decision for companies to make. They are sure to be greatly benefit from thinking about this question. In addition, most businesses neglect or even do not know the importance of a good name. With the lack of the good "seeing and touching" visual impact, the powerful tool companies can put in the prospects' mind is a good name. The law of the common name and proper name can give us a clearer picture. A good Internet brand cannot solely rely on a good name. It also depends on the interactivity of the website, singularity in the category, off-line advertising¡KMore of which can be found in the book. This book is very clear. The concept is profound and easy to understand, supported by plenty of examples. I can get a lot of insights from it. And it is interesting! I enjoy reading it!
Rating: 
Summary: The Worst Internet Book I have Ever Read
Review: I was pumped when I first recieved this book. I wanted to glean newfounded information on how Internet business works. I wanted to find new insights that were practical to furthering new business ideas. None of these hopes were met by the book. It was a disgrace. For example, chapter 9 talks about how the Internet is going to "unite the world" by bringing products and services to everyone. In Chapter 10 they preach how technology doesn't nicely converge, it diverges. Inconsitencies abound! The worst line I read in the entire book was: "eToys.com, eTrade.com, and Buy.com are all WEAK names." What are the authors smoking? To sum it up, the book's thesis is WEAK. The backup of their incredulous theories are WEAK. This book is WEAK.
Rating:
Summary: excellent executive survey
Review: If you want to understand who will be (are) the winers and losers at he "i've got the best e-brand" game. This book will definitely prove an invaluable support. Ries & Ries analyse and describe superbly "do's & don't's" in e-branding. Most of the material is fresh, relevant and superbly described. Rule 1 "business Vs media" is key for so caled "click and mortar" and can prevent many mistakes (even simple observation will tell you many occured already). The book read fast (I did it in less than a week in the subway) and is well written. One pitfall : the authors arguments are mostly "anecdotals" rather the fact based. It is OK, for most part, but sometime, the anecdot is a poor justfication. The book will nevertheless prove an invaluable ressource for hurry executive (any e-executive)
Rating:
Summary: Another marketing textbook for the ages!
Review: Just like Focus and 11 Immutable Laws of Branding, Ries & Ries have provided clear examples of what NOT to do, and lessons on how to brand the right way-- in the customer's mind! Internet Branding will become required reading of all marketers, as well as the Megatrends hit of cyberspace. Their predictions for the future use of the internet have been right on target (even recent tech stock plunges), and the customer won't wait for you to catch up. Listen carefully to what Al and Laura teach-- it could make your internet brand the next Amazon.com Can't wait for the next Ries & Ries bestseller!
Rating:
Summary: Painful
Review: Not only is this book contradictory, inaccurate, and outdated, it is horribly written and edited. The authors make numerous unfounded statements regarding Internet companies and frequently misspell their names, forcing the reader to ask how well the authors understand the Internet. Anyone with minimal Internet experience could have written better "rules" than Ries & Ries.
Rating:
Summary: I may be biased, but I'm not stupid
Review: OK, I admit it. I've also written a book on the impact of the Internet on branding, so that may make me somewhat biased. But in my research, I read dozens of books...summarized hundreds of articles...interviewed many senior managers and Internet insiders...and still find it hard to believe that this book is getting any attention at all. Its arguments are gossimer and its conclusions vapid. However, the Immutable Laws(tm) series itself is a good illustration of the power and longevity of a deep brand: this book is selling based upon the prior good works and reputation of its creator, not because it delivers any real value to readers on its own. The next Immutable book had better be a big improvement, or you can expect this literary brand to become even shallower.
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