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22 Immutable Laws of Branding
Transcript of 22 Immutable Laws of Branding
The power of a brand is inversely proportional
to its scope.
Law of Credentials
Law of Contraction
A brand becomes stronger when you
narrow its focus
Law of Publicity
The birth of a brand is achieved with publicity, not advertising.
Law of Advertising
Once born, a brand needs advertising to stay healthy.
Law of the Word
A brand should strive to own a word in the mind of the consumer.
Keys to Success:
by Al Ries
Law of Quality
Perceived Quality is just as important
Law of the Category
Promote the category, not the brand
Law of the Name
Difference is in the perception of the name
Law of Extensions
Slapping your name on everything
DESTROYS THE BRAND
Law of Fellowship
Welcome brands to your category
Key to Success is Authenticity
Law of the Generic
Don't give a brand a generic name
Law of the Company
Customers only care about brand, not the companies.
Law of Sub-brands
What branding builds, sub-branding can destroy.
Law of Siblings
There is a time and place to launch a second brand.
Law of the Shape
A brand's logo should be designed to fit both eyes.
Law of the Color
By standardizing on a single color and using it consistently over the years, you can build a powerful visual presence in a clutter-filled world.
Law of Borders
There are no barriers to
Law of Consistency
A brand is not built overnight.
Law of Change
Brands can be changed, but only infrequently and only very carefully.
Law of Mortality
No brand will live forever.
Law of Singularity
The most important aspect of a brand is its single-mindedness.