This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding. The 22 Immutable Laws of Branding How to Build a Product or Service into a World-Class Brand by Al Ries. Loy said: I remember reading The 22 Immutable Laws of Marketing as a young In The 22 Immutable Laws of Branding, marketing guru Al Ries, together with.

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And then I puked my guts out. The Law of Publicity – the birth of a brand startup phase is achieved with publicity, NOT advertising 4. Instead of fighting competitive brands, a leader should fight competitive categories.

If handled incorrectly, the second brand can dilute the power of the first brand and waste resources. For brands, like people, there is a time to live and a time to die. According to the authors, a brand is a singular idea that you own in the prospect’s mind.

But in order to be as successful as Wrigley, there ommutable a few things that you need to keep in mind. What works best is absolute consistency over an extended period of time. Subbranding destroys what brandinv builds. Your brand is no different.

The rightful share of a leading brand is never more than 50 percent. Create different, not similar brand names. As immutwble result, the marketplace is filled with line extensions in areas where they are not needed and is starved for new brands in areas where they are needed.


What are line extensions like light, clear, healthy and fat-free actually telling you?

The 22 Immutable Laws of Branding: Part 12 of 12 — chapters 1 – 22 – Launch Leads

It measures only the success of the extension. Chevy should have stuck with fewer models.

Al Ries is a marketing professional and author. First publicity and then advertising is the general rule. Narrow focus to a slice of market.

Customers will seldom use a company name…when they have been given a viable brand name to use. They have no meaning in the minds of most consumers.

The 22 Immutable Laws of Branding: How to Build a Product or Service Into a World-Class Brand

If you weren’t first in category, create a new category by narrowing brandiny. Similarly, some of the predictions in here were proven to be totally off, but that’s the nature of predictions in general. Success is measured in decades, not years. Then make your brand name stand for the category the generic effect and expand category immuttable promoting benefits of category, not brand.

Limit line extensions 3. Chapter 17 — The Law of Color A brand should use a color that is the opposite of its major competitor. So if your ideal colors are already taken, then choose something else. The vast majority of brand communication takes place verbally, not visually.


Otherwise, just continue building your brand. While Ries and Ries generally advise against brand expansion, they admit that, if done correctly and under the right circumstances, it can be very effective. In the past, companies have created families of brands rifs on the principles behind the law of siblings. The name of your brand is what differentiates it from competitors.

Different colors mean different things. Component of mindshare branding. The Law of Contraction – a brand becomes stronger when you narrow its focus. Personally, I found the book to be very useful—but a bit redundant at times. A lightning quick glimpse at brandibg simple, and profound concepts in the world of Branding. Chapter 11 — The Law of Fellowship In order to build the category, a brand should welcome other brands.

Consistency is the key. Feb 06, Calin Biris rated it liked it. The problem with the generic brand name is its inability to differentiate the brand from the competition. When brznding grow up, they inevitably want to make a statement about their newfound maturity by changing brands…from Coca-Cola to Budweiser, for example.

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