Reviewed by J. Rossi

by Al Ries and Laura Ries

Published by HarperBusiness, A Division of HarperCollins Publishers, 1998

182 pp., $23.00

Just what is branding? In the marketplace, say authors Al Ries and Laura Ries, it is similar to branding on the ranch. "A branding program should be designed to distinguish your cow from all the other cattle on the range. Even if all the cattle on the range look pretty much alike."

As one expert marketer of professional services pointed out to me recently, "The two Rieses have done something brilliantly... They have given tired, old marketing a new twist, replacing it with branding."

Intrigued by the claim on the book jacket that The 22 Immutable Laws of Branding "provides the expert insight you seek on business' hottest topic in less time than an airplane ride," I bought it. And I wasn't disappointed. The authors simplify the principles of branding quickly and in easy-to-read chapters.

Using examples from some of the world's best-known brands, this book enables the reader to make intelligent marketing decisions with confidence. What if you were faced with a limited budget and had to make a decision between publicity and advertising? Consider the third law-The Law of Publicity-that claims "the birth of a brand is achieved with publicity, not advertising." The Rieses state that most of America's 5,208 advertising agencies are committed to the concept of building a brand with advertising. They further add that, while a hefty advertising budget might be needed to maintain high-flying brands like McDonald's and Coca-Cola, advertising generally won't get a new brand off the ground.

A few examples: Anita Roddick built The Body Shop into a major brand with no advertising. Instead, she traveled the world on a relentless quest for publicity, pushing her ideas about the environment. The endless torrent of newspaper and magazine articles, plus radio and television interviews, literally created The Body Shop brand.

Starbucks doesn't spend much on advertising, either. In 10 years, the company has spent less than $10 million on advertising, a trivial amount for a brand that delivers annual sales approaching a billion dollars.

On the other hand, the Rieses state, Miller Brewing spent $50 million to launch a brand called Miller Regular (or just plain Miller.) The brand generated no publicity, almost no perceptions in the minds of beer drinkers, and very little in sales.

The bottom line is we live in an over-communicated society. Each of us gets hit with hundreds of commercial messages daily. A new brand must be capable of generating favorable publicity in the media or it won't have a chance in the marketplace.

Although the majority of this book relates to the branding of products, rather than services, the same principles can be applied to the branding (marketing) of professional services. Following the Rieses' advice will teach professional services marketers (or branders) how to build a brand-and then what to do to keep it alive.

J. Rossi is vice president, marketing/communications, at HLM Design, an architectural and engineering firm with 12 offices throughout the United States. A past president of the SMPS Philadelphia Chapter, she can be reached by phone at 610-566-2958 or e-mail at j.c.rossi@worldnet.att.net.