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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Almost all predictions were wrong. Feb 24, Robert rated it really liked it. Most issues involving company names versus brand names can be solved by asking yourself two questions: The Battle For Your Mind, an industry standard on the subject. The Law of Contraction: Ries graduated from DePauw University in rjes a degree in liberal arts and accepted a position with the advertising department of General Electric before founding his own advertising agency in New York City, Ries Cappiello Colwell, in The Law of the Name – in the long run a brand is nothing more than a name.

Subbranding destroys what branding builds. There og a time and place to launch a second brand. Marketers are rethinking the concept of subbranding and calling it the masterbrand or megabrand strategy. I recently finished reading The 22 Immutable Laws of Branding by Al Ries and Laura Ries and, since I found it to be particularly valuable, thought I would share with you the main points from the book.


The typefaces used in their logotypes can help or hinder the communication process, but only slightly.

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

Chapter 3 — The Law of Publicity The birth of a brand is achieved with publicity, not advertising. Success is measured in decades, not years. Quality is important to have, brandung brands are not built by quality alone. The Law of Credentials: Do not deviate from core identity because you’re bored, or because you have the resources to, or even because the market is moving in a different direction.

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

Along with Jack Trout, Ries coined the term “positioning”, as related to the brandimg of marketing, and authored Positioning: Advertising can maintain a high-flying brand, but generally won’t launch one. Companies make serious errors of judgment when they fight what should be a natural process. If the market is moving in a new direction, often times you need a new brand to be a winner.

And in order to do this, you have to narrow your focus and become a category leader. Your product needs to fit the perceptions of its country of origin. Refresh and try again. This is a big mistake. May 13, Klaus-M. And of course, it should represent your brand personality and image.

The internet portion was unbearable. The 22 Immutable Laws of Branding: Starbucks narrowed to coffee, Subway to sub sandwiches.


law Set up rigid distinctions among brands. So in order to gain a hold in the marketplace, FedEx narrowed its focus to just overnight shipping.

Meanwhile, the old generation withers and dies. The word the two! The Law of Consistency: Of course, customers can have too much choice. The birth of a brand is achieved with publicity, not advertising. In other words, narrowing the focus to nothing and starting something totally new. The only way to stand out in today’s — and tomorrow’s — cluttered marketplace is to build your product or service into a brand.

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

Don’t say you have a “better” product because consumers think “that’s what they all say. All that is left is the difference between your brand name and the brand names of your competitors. It measures only the success of the extension. The Law of Expansion – the power of a brand is inversely proportional to its immutsble 2.

History often leads us astray.

The last 11 chapters about internet are really painful to read in