Well, this was just sent to me ..
It is an ad for the book, 22 Immutable Laws of Branding by Laura and Al Ries.
The Laws of Branding Do you ever wonder why some products or Websites are more successful than others that offer the exact same thing? You might look at the branding. Perception is everything and a solid brand image does more to make first and lasting impressions that just about anything else. This book will help you better understand branding and how to apply it successfully on your Website.
22 Immutable Laws of Branding
Here they are:
Below please find the 22 Laws of Branding (and short elaboration)for your quick reference:-
1. Expansion:
The power of a brand is inversely proportional to its scope
2. Contraction:
A brand becomes stronger when you narrow its focus
3. Publicity:
The birth of a brand is achieved with publicity, not advertising
4. Advertising:
Once born, a brand needs advertising to stay healthy
5.The Word:
A brand should strive to own a word in the mind of the consumer
6.Credentials:
The crucial ingredient in the success of any brand is its claim to authenticity
7. Quality:
Quality is important, but brands are not built on quality alone
8. The Category:
A leading brand should promote the cateogry, not the brand
9. The Name:
In the long run a brand is nothing more htan a name.
10.Extensions:
The easiest way to destroy a brand is to put its name on everything
11. Fellowship:
In order to build the category, a brand should welcome other brands
12. The Generic:
One of the fastest routes to failure is giving a brand a generic name
13. The Company:
Brands are brands. Companies are companies. There is a difference
14. Subbrands:
What branding builds, subbranding can destroy
15. Siblings:
There is a time and a place to launch a second brand
16. Shape:
A brand's logotype should be designed to fit the eyes. Both eyes.
17. Color:
A brand should use a color that is the opposite of its major competitor's
18. Borders:
There are no barriers to global branding. A brand should know no borders.
19. Consistency:
A brand is not built overnight. Success is measured in decades, not years.
20. Change:
Brands can be changed, but only infrequently and only very carefully
21. Mortality:
No brand will live forever. Euthanasia is often the best solution
22. Singularity:
The most important aspect of a brand is its single-mindedness
So do you agree? Has anyone read the book?
margie
