Rating: 
Summary: Short and effective
Review: The best thing about this book is the short chapters: it isn't some unweildly volume that will gather dust on the shelf. It's a resource to re-visit, re-read and bring more fresh thoughts to mind. Whilst the 'laws' are integrated, and you'll find references in some chapters to other 'laws' in the book, you don't have to read it cover-to-cover every time you pick it up. Having said that, you could do so in a spare afternoon! Worth keeping close to hand.
Rating:
Summary: Best Marketing Book ever written!
Review: They never taught you any of this stuff while you were getting your MBA! This book is a must read, must have for anyone who has anything to do with marketing. The book definitely has a product focus, but many of the ideas can also be used for services. (Selling the Invisible is a good book if you are more into the service area - but definitely read this one as well.) The author does tend to overplay his ideas of the success or failure of a product strictly on branding (without looking at marketplace changes) but if you can overlook his bias - you will get a lot of mileage out of this book.
Rating: 
Summary: Well written, but a bit subjective
Review: This book does a great job of boiling down some of the most important factors of corporate branding into 22 well organized groups. I don't believe by any means that these "laws" are immutable, but I think they provide great insight into the basics of brand development. Having said that, I wouldn't suggest relying solely on this book if you are trying to establish a strong brand for your own organization. Hire a professional firm.While I found this book to be very concise in form and organization, I did not appreciate how the authors make some of their subjective observations into fact, especially in the "11 immutable laws of internet branding" section of the book. I definitely recommend this book, but as they say: "Don't believe everything you read".
Rating:
Summary: A Great Intermediate Marketing Book
Review: This book is highly recommended for anyone trying to build a brand strategy. It may be a bit much to call these "laws". They seem more like "guidelines". While evidence is given, it's in the anecdotal category, and dubious scientific cause-and-effect hypotheses are fronted. While I buy the theme of not diluting the brand with line extensions, and have watch products in my own companies suffer similar results, I have to raise an eyebrow at the notion that Diet Coke should have been shelved in honor of "Tab." I do agree however that Taco Bell and Boston Market grocery-store-freezer brands are line extensions that should have gotten someone fired. In summary, this is a quick read that makes you think, but it won't make you a brand-master overnight.
Rating:
Summary: One of those books
Review: This book literally had my stomach turning as I read it. I could see clearly in my business where we'd gone wrong, and how to fix it. In a way, using the 80/20 principal (80% of profits typically come from 20% of products, etc) give you the first piece of the equation. Then using this book completes the circle. Find what works in your business, then market yourselves as the best supplier of that product or service. A real eye-opener!
Rating:
Summary: A "must-read" for anyone in business
Review: This book should be considered compulsary reading for everyone in management ; from the chairman of the board down. This applies equally to those who are teaching business management. In 22 short, easy-to-understand and easy-to-read chapters, the authors explain in simple language, that which most of us would hope to have learnt after as many years in business.
Rating:
Summary: Gets you Thinking Like a Marketer
Review: This book should be read by anyone who wants to start their own business or who works in marketing. Even if you don't agree with all of the authors' positions, it definitely gets you to think. It is very easy to read (there is even some humor thrown in) and can be read in one sitting. I highly recommend it.
Rating:
Summary: Includes an additional 11 laws for Internet branding.
Review: This book was recommended to me by my business coach and I have not regretted the purchase ever. At first, I was a little concerned with the strange looking cover with the difficult to read font and the bright colors. My concern was that if they know so much about branding, why this kind of a cover. But my concerns end with the cover as everything in between was very well laid out, backed by common sense and facts based on real companies. There are several examples used on every page to explain the total of 33 immutable laws (22 regular and 11 internet). We all intuitively understand branding because we are consumers and hence experience on a daily basis our purchasing being swayed by branding. So it was very nice to be able to read this perfect book on branding and understand so much in such a short time. It won't take more than a few hours to read this book cover to cover. Let me share an example law without spoiling the book for you - #4 Internet Law: The Law of the Proper Name explains how proper names are better than common names for Internet branding. The clear proof of this is in the common names that never took off - drugs.com, university.com, wine.com, telephone.com, etc. and the proper names that did take off - priceline.com, amazon.com, etc. And I really like the explanation for why this law works. So if you are a small business owner who can influence the branding of your business, products and services - go ahead and buy a copy of this book as you won't regret it. Of course, the content of this book is not restricted to small businesses. I am sure almost anyone involved in the branding efforts of the companies they work for will find it useful. Good luck!
Rating: 
Summary: The book is a 3, but the audio is a 0
Review: This book was recommended to my by a friend, but instead of the book, I bought the audio. DO NOT MAKE THE SAME MISTAKE. The author may be a good writer, but he is NOT a good "reader", and neither is his wife. It was so distracting that it eliminated anything positive the book may have offered.
Rating: 
Summary: Pathetic attempt on using brands to sell a book
Review: This is a father and daugther book that in fact tries to use the brand of The 22 Immutable Laws of Mrketing (in itself an excellent book) by the father and Trout. Unfortunately, they manage to sell this book, because they use this branding (title, cover, structure, the Reis name) to suggest that it is as good and revolutionary as the original. Unfortunately, it is neither. There exists a number of good books on the market what regards branding, this is not one of them. But you have to admire their use of branding in selling the book to an unsuspecting public, even though I find it morally questionable.
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