The 22 immutable laws of branding

A true brand has a precise, narrow focus.

Many of these laws fly in the face of corporate culture. Benchmarking and beating the competition on price, service and features is a traditional focus and it's deeply ingrained. But violating the Immutable Laws of Marketing and Branding will run the risk of failure as illustrated in various video examples ( see right side menu »» ).

  • The Law of Expansion
    The power of the brand is inversely proportional to its scope
  • The Law of Contraction
    A brand becomes stronger when you narrow its focus
  • The Law of Publicity
    The birth of a brand is achieved with publicity, not advertising
  • The Law of Advertising
    Once born, a brand needs advertising to stay healthy
  • The Law of the Word
    A brand should strive to own a word in the mind of the consumer
  • The Law of Credential
    The crucial ingredient in the success of any brand is its claim to authenticity
  • The Law of Quality
    Quality is important, but brands are not built by quality alone
  • The Law of the Category
    A leading brand should promote the category, but not the brand
  • The Law of the Name
    In the long run a brand is nothing more than a name
  • The Law of Extensions
    The easiest way to destroy a brand is to put its name on everything
  • The Law of Fellowship
    In order to build the category, a brand should welcome other brands
  • The Law of the Generic
    One of the fastest routes to failure is giving a brand a generic name
  • The Law of the Company
    Brands are brands. Companies are companies. There is a difference
  • The Law of Sub-brands
    What branding builds, sub-branding can destroy
  • The Law of Siblings
    There is a time and place to launch a second brand
  • The Law of Shape
    A brand's logo should be designed to fit the eyes. Both eyes.
  • The Law of Colour
    A brand should use a colour that is the opposite of its major competitors
  • The Law of Borders
    There are no barriers to global branding. A brand should know no borders
  • The Law of Consistency
    A brand is not built overnight. Success is measured in decades, not years
  • The Law of Change
    Brands can be changed, but only infrequently and only very carefully
  • The Law of Mortality
    No brand will live forever. Euthanasia is often the best solution
  • The Law of Singularity
    The most important aspect of a brand is its single-mindedness

World renowned marketing specialist Al Ries' short video gives an interesting perspective on costly errors from ill-prepared changes : Al Ries'short video talk »»

Further reference : The 22 Immutable Laws of Marketing »»

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