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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No trivia or quizzes yet. There are 5 basic colors red, orange, yellow, green and blue plus the neutral colors black, white and gray. To get into the consumers mind you have to sacrifice. I recently finished reading The 22 Immutable Laws of Branding by Al Ries and Laura Ries and, since I found it to immtable particularly valuable, thought I would share with you the main points from the book.

The emphasis in most companies is on the short term.

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

A singular idea or concept that you own inside the mind of the prospect. It’s fun reading in the sense that People brandinv can be fun reading. Customers will seldom use a company name…when they have been given a viable brand name to use. This is true whenever the logotype is used: When you expand a brand, you reduce its power. The meaning lies in the word, or words, not the visual symbol.

Success is measured in decades, not years. Riea of what is said, you will have heard before but it’s very well laid out and explained here. It needs to own a word in the mind. Set up rigid distinctions among brands.


The menu has barely changed since the restaurant was founded in They know that people buy and care about brands, not companies. I learned so much from this. Many manufacturers are their own worst enemies. Chapter 8 — The Law of the Category A leading brand should promote the category, not the brand. Spend your money on the next generation.

The Law of Quality – quality is important, but brands are not built by quality alone. Fortune not Time for Business 3. As Ries and Ries state, Polaroid created a new category for instant photography…and became the leader of that category. Focus on a common product area. Chapter 6 — The Law of Credentials The crucial ingredient in the success of any brand is its claim to authenticity.

This is a big mistake. The Thd of Contraction: Competition also broadens the category while allowing the brands to stay focused. There are naturally a lot of overlapping between those those books. Resist the urge to give the rhe a family look or a family identity.

As time goes by, they forget why the brands were created in the first place. High price also builds perception of quality. After all, why would anyone buy conventional film from an instant photography brand? And perhaps a third, even a fourth.

The 22 Laws of Branding That Can’t be Broken

Have these 14 brands increased their market share over that obtained by the original 3 brands? So in order to gain a hold in the marketplace, FedEx narrowed its focus to just overnight shipping. But rjes much choice lowers consumption.


Usually the best is for 2 major competitors to exist in each category, and the competition will drive publicity of the whole category.

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

Leaders should continue to promote the category, to increase the size of the pie rather than their slice of the pie. Low-Cost Car Rental is not a good brand name. The cola itself is Coca-Cola, the real thing. Brand changing occurs inside the mind of the consumer.

Allows companies to keep an eye on each other. Tanqueray should stick with gin and hope the market swings in its direction. If you really want to expand, then create a second, separate brand.

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

A new brand must be capable of generating favorable publicity in the media. These are all burned-out brands because they have lost their singularity. Chapter 20 — The Law of Change Brands can lqws changed, but only infrequently and only very carefully. Careers are born and blossom. After all, you might think, how else can you stand out from the crowd?

Passenger cars, chewing gum, etc 2. So if your ideal colors are already taken, then choose something else.

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