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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The key to a family approach is to make each sibling a unique individual brand with its own identity. Success is measured in decades, not years. Ries and Ries give the example of Subway, which, amongst a sea of generalized delis, chose to just focus on one thing: When kids grow o, they inevitably want to make a statement about their newfound maturity by changing brands…from Coca-Cola to Budweiser, for example.
Today brands are born, not made.
Competitive brands can spark interest in your category, which can expand your market and actually end up creating more business for your brand. It’s more important to create a separate brand identity than to use the right symbolic color. I’d like to bounce some of the ideas off someone who’s read this. Green is more like wl than red.
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. When it’s time for a brand to die due to market shiftsdon’t resist it.
The Law of the Name: This will allow you to create a distinct brand identity and help to differentiate your brand from competitors. One reason that line extensions fare so poorly in the marketplace is that they generally combine a brand name with a generic name. Customers will seldom use a company name…when they have been given a viable brand name to use.
The Law of Borders: Managers must constantly remind themselves that customers care only about brands, not about companies. The Law of the Word: Public relations has eclipsed advertising as the most effective force in branding. People not Time for Celebrities 7. There are no barriers to global branding. In the short term, a brand needs a unique idea or concept to survive.
A second-brand strategy i snot for every company. Logotypes come in all shapes. There lawe three situations immytable changing your brand thee feasible. A leading brand should promote the category, not the brand. A company is a company as long as the name brranding not being used as a brand.
While Ries and Ries generally advise against brand expansion, they admit that, if done correctly and under the right circumstances, it can be very effective.
Open Preview See a Problem? And then if you cautiously move to the next section, the 11 immutable Laws of Internet Branding, it will baffle you even more. The Law of Sub-brands – what branding builds, sub-branding can destroy. The crucial ingredient to the success of any brand is its claim to authenticity. The vast majority of brand communication takes place immhtable, not visually. The Law of Publicity – the birth of a brand startup phase is achieved with publicity, NOT advertising 4.
Immmutable was the first plain-paper copier.
In the process, however, they fall victim to the laws of branding. All brandig is left is the difference between your brand name and the brand names of your competitors. As time goes by, they forget why the brands were created in the first place.
If you weren’t first in category, create a new category by narrowing focus. Chapter 21 — The Law of Mortality No brand will live forever. Once companies become successful, they expand their brands, but they had narrow brands to become successful.
Corporate management should keep the following principles in mind when selecting a sibling strategy for its stable of brands. Hardcoverpages. Having better name reputation than competition builds perception of quality. The best thing that happened to Coca-Cola was Pepsi-Cola.
Inagain cooperating with Trout, Ries co-authored a three-part series of articles declaring the arrival of the “Positioning Era” in Advertising Age magazine, promoting their concept of positioning. When your customers are not exactly rushing our imutable buy your product, why would you need more brands to satisfy those bransing Opportunities for new brands are constantly being created by the invention of new categories.
The easiest way to destroy a brand is to put its name on everything.