This is the definitive text on branding. The renowned marketing guru and bestselling author of The 22 Immutable Laws of Marketing demonstrates how to build any product or service into a world-class brand. The only way to stand out in today's -- and tomorrow's -- cluttered marketplace is to build your product or service into a brand. Think Nike, Hoover, Xerox and Kleenex and you're thinking brands in the biggest and most lucrative sense. Renowned marketing stragegist Al Ries and his partner Laura Ries share the 22 rules that reap the highest of rewards in this cut-throat environment, organized in an authoritative yet pithy book that can be read and digested in the course of an airplane journey. E.g. *The Law of the Word -- A brand should focus on owning a word in the mind. *The Law of Consistency -- brands are not built overnight. *The Law of Change -- Brands can be changed. But be careful.