The 22 Immutable Laws of Branding

272 pages, 2002

Al Ries

business & management

1082 books

design

194 books

Takeaways

Description

The 22 Immutable Laws of Branding have been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today's marketplace is to build your product or service into a brand and provides the step-by-step instructions you need to do so.

This book also tackles one of the most challenging marketing problems today: branding on the Web a topic covered in its companion volume, 11 Immutable Laws of Internet Branding. Tapping into their own deep knowledge and resources, they unearth provocative examples and insightful analysis. Offering insights that challenge what you thought you knew about branding, this book proves once again why Al Ries and Laura Ries are two of the most respected experts in marketing today.

The Power of Singularity

Al Ries emphasizes the importance of being the first in the market. He believes that the first brand to enter a category often becomes the leader, as it sets the standard. So, if you're planning to launch a brand, try to find a unique category where you can be the first.

The Law of Contraction

Ries suggests that brands should narrow their focus instead of trying to be everything to everyone. By specializing in a specific area, your brand can become synonymous with that product or service. So, take a look at your brand and see if there's a way to make it more focused.

The Importance of a Brand's Name

The book explores the significance of a brand's name. According to Ries, a name can make or break a brand. It should be unique, easy to remember, and give an idea of what the product or service is about. So, if you're starting a new brand, spend some time brainstorming the perfect name.

The Law of Consistency

Ries stresses the need for brands to be consistent. He believes that brands should stick to their original promise and not drastically change their products or services. This helps to build trust and loyalty among customers. So, check if your brand has been consistent in its promise.

The Law of the Word

In his book, Ries discusses the power of owning a word in the mind of consumers. He suggests that successful brands are often associated with a single word or concept. For example, when people think of safety in cars, they often think of Volvo. So, find a word that you want your brand to own and build your branding around it.

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