The only way to stand out in todays -- and tomorrows -- cluttered marketplace is to build your product or service into a brand. Think Nike, Starbucks, Xerox, and Kleenex, and youre thinking brands in the biggest and most lucrative sense. In The 22 Immutable Laws of Branding, marketing guru Al Ries, together with Laura Ries, has put together the authoritative work on br The only way to stand out in todays -- and tomorrows -- cluttered marketplace is to build your product or service into a brand. Think Nike, Starbucks, Xerox, and Kleenex, and youre thinking brands in the biggest and most lucrative sense. In The 22 Immutable Laws of Branding, marketing guru Al Ries, together with Laura Ries, has put together the authoritative work on brands and branding -- organized in a short, pithy book that can be read and digested in as brief a time as an airplane ride.