Saturday, June 30, 2012

The 22 Immutable Laws Of Branding

Lately I've finished reading the book called "The 22 Immutable Laws Of Branding" authored by AL Ries and Laura Ries.
This book is awesome, showing 22 laws to follow when you're creating, growing and sustaining a brand with great examples, of known brands is the United States, of how some brands succeeded and others failed.

I highly recommend reading this book and in this post I'll put the 22 Immutable laws of branding to ease their access later.

  1. The Law of Expansion: The power of a brand is inversely proportional to its scope.
  2. The Law of Contraction: A brand becomes stronger when you narrow its focus.
  3. The Law of Publicity: The birth of a brand is achieved with publicity, not advertising.
  4. The Law of Advertising: Once born, a brand needs advertising to stay healthy.
  5. The Law of The Word: A brand should strive to own a word in the mind of the consumer.
  6. The Law of Credentials: The crucial ingredient in the success of any brand is its claim to authenticity.
  7. The Law of Quality: Quality is important, but brands are not build by quality alone.
  8. The Law of The Category: A leading brand should promote the category, not the brand.
  9. The Law of The Name: In the long run a brand is nothing more than a name.
  10. The Law of Extensions: The easiest way to destroy a brand is to put its name on everything.
  11. The Law of Fellowship: In order to build a category, a brand should welcome other brands.
  12. The Law of The Generic: One of the fastest routes to failure is giving a brand a generic name.
  13. The Law of The Company: Brands are brands. Companies are companies. There is a difference.
  14. The Law of Subbrands: What branding builds, subbranding can destroy.
  15. The Law of Siblings: There is a time and a place to launch a second brand.
  16. The Law of Shape: A brand's logotype should be designed to fit the eyes. Both eyes.
  17. The Law of Color: A brand should use a color that is the opposite of its major competitor's.
  18. The Law of Borders: There are no barriers to global branding. A brand should know no borders.
  19. The Law of Consistency: A brand is not built overnight, Success is measured in decades, not years.
  20. The Law of Change: Brands can be changed, but only infrequently and only very carefully.
  21. The Law of Mortality: No brand will live forever. Euthanasia is often the best solution.
  22. The Law of Singularity: The most important aspect of a brand is its single-mindedness.