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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So if your ideal colors are already taken, then choose something else.

Instead of a safe car, you can ask for a Volvo. Lawd there is no choice, customers are suspicious. To follow the market, create a new brand if need be.

The laws go against a company’s natural desire to expand its brand into a wide range of products and even other categories. Little Caesars should have stuck with two-for-price-of-one takeout. Similar businesses benefit from each other e.

Chapter 22 — The Law if Singularity The most important aspect of a brand is brandin single-mindedness. Chapter 14 — The Law of Subbrands What branding builds, subbranding can destroy.

Also, this book was written back in Today brands are born, not made. Personally, I found the book to be very useful—but a bit redundant at times.


This is a big mistake.

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

The best thing that happened to Coca-Cola was Pepsi-Cola. After reading a few pages, I got chocked. Every country has its own unique perceptions. By the yearshe predicts, 90 percent of all consumer products will be home-delivered.

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

Budget is a powerful brand name for a car-rental service. Waterford wanted to market a less expensive line. Chapter 3 — The Law of Publicity The birth of a brand is achieved with publicity, not advertising.

To build brand in non-existent category, launch brand in way that creates perception that brand was first, leader, pioneer, or original. With this strategy, the company was able to create the tow largest family-restaurant chains in America.

Best would be to choose a single attribute to segment often this is price It’s more important to create a separate brand identity than to use the right symbolic color. Complicated, because most companies do not follow the simple laws of branding and end up with s system that defies logic and results in endless brsnding debates.

Have these 14 brands increased their market share over that obtained by the original 3 brands? It was a book worthy of my respect for a life time to come. Found this great slideshare that summarizes the book https: This has weakened the brand image—and the company itself. Feb 24, Robert rated it really liked it. As Ries and Ries claim, before creating a line extension, a leader should first ask themselves what the customers of their current brand will think when they see the line extension.


The key concept immuttable keep in mind is that little change has actually occurred in the mind of the prospect. However, I do find the simplicity and the examples of the the books excellent. Jan 30, Ryan Musante rated it really liked it.

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

The most valuable asset of the Xerox Corporation is the Xerox name itself. Instead of becoming stronger, the brands become weaker. Competition also broadens the category while allowing the immmutable to stay focused. The Law of the Word – a brand should strive to own a word in the mind of the consumer. Almost all predictions were wrong.