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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Use one of these words to describe brand. A brand should use a color that is the opposite of its major competitor’s.

A brand that stands for something has value even if the brand is not particularly well known. Wl Tanqueray introduces Tanqueray vodka. It’s fun reading in the sense that People magazine can be fun reading. Schremser rated it liked it Shelves: Don’t give them a family look or identity.

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

So in order to gain a hold in rise marketplace, FedEx narrowed its focus to just overnight shipping. The most efficient, most productive, most useful aspect of branding is creating a new category. The Law of Siblings: Best would be to choose a single attribute to segment often this is price Choice stimulates demand, because customers become more aware of category.


The Law of Contraction: Having better name reputation than competition builds perception of quality.

Your product needs to fit the perceptions of its country of origin. Best way to build perception of quality is building your brand.

All colors are not created equal in the eye of the beholder. Many CEOs believe that a sibling strategy works best when the organization itself is decentralized. Being first in the marketplace gave these companies such a head start and such a powerful presence in the market that it overcame the liability of their generic names.

Consumers of dubious of people claiming to be experts. Al Ries and Laura Ries Summarized immutahle The las valuable asset of the Xerox Corporation is the Xerox name itself.

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

But all shapes are not hhe equal in the immmutable of the consumer. We can use our well-known core brand at the same time as we launch secondary or subbrands to move into new territory.

Ries was selected as one of the most influential people in the field of public relations in the 20th century by PR Week magazine in The issue of how to use a company name is at the same time simple and complicated.

Tanqueray should stick with gin and hope the market swings in its direction. Goodreads helps you keep track of books you want to read. A brand cannot get into the mind unless it stands for something.


Use the company name as the brand name, unless there are compelling reasons not to.

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

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. When selecting a color for a brand or a logo, managers immutaboe focus on the mood they want to establish rather than the unique identity they want to create. Some companies General Electric, General Motors are still successful but this is in spite of their name. The power of a brand is inversely proportional to its scope.

The ideal shape for a logotype is horizontal, roughly two and one-fourth units wide and one unit high. At that time the market was full of commodities so big, generic names were used to differentiate against smaller competitors. The Law of Fellowship – in order to build the category, a brand should welcome other brands.