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From the book 'The 22 Immutable Laws of Branding'
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10Lessons in Branding
From the book “The 22 Immutable Laws of
Branding”
ByAl Ries & Laura Ries
We are moving from ‘Selling’ (Push) to ‘Buying’ (Pull)
The times are changing…
Branding is the only way to survivein this ‘Buyers age’
1
Brand leader should promote the category. Not itself.
2
Same % market share of a larger pie is better!
PR (free publicity) builds your brandAdvertising maintains it
3
Your brand should own a word in the minds of the prospect
A word owned by no other brand
4
5
When you put the name everywhere…Your brand loses its power
Narrow your focus
Encourage competition
Two brands create more noise than one alone can
6
Horizontal logo is friendlier to human eyes
9 : 4
7
Your logo color should stand out
8
9Brand name matters more than Company name
Consumers buy brands
A brand need not live for ever
10
Practice Euthanasia
Let them die
Brand: noun; a proper noun that can be used in place of a common word
“”
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Note: The logos belong to the respective companies. They have only been used to explain a point. They will be removed if the logo owners have any objection.
Image credits: www.freerangestock.com , www.freedigitalphotos.net & www.addletters.com