In Episode 213 of Idea Diary - Today, I ramble about Al Ries and Laura Ries' book, “The 22 Immutable Laws of Branding
How to Build a Product Or Service Into a World-Class Brand”
1. The Law of Expansion - Expanding you brand will diminish your power, and weaken the image of it!
2. The Law of Contraction - A brand becomes stronger when you narrow focus!
3. The Law of Publicity - The birth of the brand is achieved when you have publicity happening, not advertising!
4. The Law of Advertising - Once a brand is born, a brand needs advertising to stay healthy!
5. The Law of the Word - Own a word that represents your brand in the mind of the consumer!
6. The Law of Credentials - If your advertising is true, and people agree, that creates credibility!
7. The Law of Quality - Quality has almost no correlation to success, rather perception of quality is what matters!
8. The Law of the Category - A leading brand should promote your brand’s category, not just the brand!
9. The Law of the Name - A brand is just a name, and the name is the most important decision!
10. The Law of Extensions - Line extensions can destroy a brand, so reate a second brand!
11. The Law of Fellowship - Welcome competition, because if you don’t have completion shoppers are suspicious!
12. The Law of the Generic - Generic names fail, so name it something that connote the primary attribute of the brand!
13. The Law of the Company - Brands are brands, and companies are companies!
14. The Law of Subbrands - Subbrands can destroy, like luxury brands trying to also have an affordable subbrand is destructive!
15. The Law of Siblings - Resist the urge to give sibling brands under the same company a familiar look!
16. The Law of Shape - Logo design should be side-by-side (fyi - rules have changed for logo design since 1998)
17. The Law of Color - A brand should use the opposite color of major competitors!, and leaders have first choice!
18. The Law of Borders - No barriers to global branding!
19. The Law of Consistency - Success is measured in decades not years!
20. The Law of Change - Brands can change, but only infrequently and carefully!
21. The Law of Mortality - No brand will last forever, it’s okay to kill it at some point! (Research Bass Ale logo trademark 1875)
22. The Law of Singularity - Single-mindedness is most important to a brand in the mind of the consumer!
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#BusinessLifestyle #ClassicBranding #Immutable
"Idea Diary" is a business lifestyle podcast about creative entrepreneurship.
