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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Both names had better be the same or you have big problems. Feb 24, Robert rated it really liked it. Chapter 19 — The Law of Consistency A brand is not built overnight.

The 22 Laws of Branding That Can’t be Broken – SUCCESS agency Blog

It makes sense for similar businesses to be located close together for 3 reasons: 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.

To differentiate your product from every other product and to create in the mind of the prospect the perception that there is no other product on the market quite like your product. According to the authors, a brand is a singular idea that you own in the prospect’s mind. See 1 question about The 22 Immutable Laws of Branding…. Market share is not based on merit, but on the power of the brand in the mind.


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

Public relations has eclipsed advertising as the most effective force in branding. And the internet section is so I am very skeptical about calling these concepts “laws” rather than “ideas that are important brannding consider but are far from immutable”.

Inagain cooperating with Trout, Ries co-authored a three-part series of articles declaring the arrival of the “Positioning Era” in Advertising Age magazine, promoting their concept of positioning. Brand must stand for something simple and narrow.

Being first in all category means you will likely be the “leader” of it, which makes customers think you are the expert and therefore have the best quality. Mar 08, Mark rated it really liked it.

Don’t say you have a “better” product because consumers think “that’s what they all say. A immutsble will outlive publicity. Why would a customer expect Holiday Inn to have an upscale hotel? In order for your brand to succeed globally, it needs to be first in its category AND your product must fit the global perceptions of where it comes from. Logic would suggest you would need fewer brands.

Domino’s promoted home pizza delivery, not its own name. If you’re wondering how companies view their bransing, it gives a good overview in an easily digestible style. The Law of the Word: Chapter 8 — The Law of the Category A leading brand should promote the category, not the brand.


The 22 Laws of Branding That Can’t be Broken

Most big brands have been line extended to death. Customers tend to believe product claims only when they’re closely related to the brand’s credentials what the brand “knows” or is known for. Do’s and Don’t of building a brand. Customers want brands that are narrow in scope and are distinguishable by a single word, the shorter the better.

I guess immutable be more It’s fun reading in the sense that People magazine can be fun reading. The urgent, long-term need is to maintain the separation between the brands, not to make them all alike. When your customers are not exactly rushing our to buy your product, why would you need more brands to satisfy those customers? What are line extensions like light, clear, healthy and fat-free actually telling you?

The Immutabe of Consistency – a brand is not built overnight. Brand changing does not occur inside a company. Management is company-oriented and customers are brand-oriented.

Brands can be changed, but only infrequently and only very carefully. You need to put your branding dollars behind the concept itself, so the concept will take off, pulling the brand along with it.