Success is a Beautiful Journey

Just finished the amazing book above by Al Ries and Laura Ries.

Just excellent. Well written and very logical.

So to remind me always on the points (and also to share to everyone), here are the 22 laws:
1. The Law of Expansion - the power of the brand is inversely proportional to its scope.
2. The Law of Contraction - a brand becomes stronger when you narrow its focus
3. The Law of Publicity - the birth of a brand is achieved with publicity, not advertising
4. The Law of Advertising - Once born, a brand needs advertising to stay healthy
5. The Law of the Word -a brand should strive to own a word in the mind of the consumer
6. The Law of Credentials - the crucial ingredient in the success of any brand is its claim to authenticity
7. The Law of Quality - quality is important, but brands are not built by quality alone
8. The Law of Category - a leading brand should promote the category, not the brand
9. The Law of the Name - in the long run a brand is nothing more than a name
10. The Law of Extensions - the easiest way to destroy a brand is to put its name on everything
11. The Law of Fellowship - in order to build the category, a brand should welcome other brands
12. The Law of the Generic - one of the fastest routes to failure is giving a brand a generic name
13. The Law of the Company - brands are brands. companies are companies. there is a difference
14. The Law of Subbrands - what branding builds, subbranding can destroy
15. The Law of Siblings - there is a time and place to launch a second brand
16. The Law of Shape - a brand's logotype should be designed to fit the eyes. both eyes.
17. The Law of Color - a brand should use a color that is the opposite of its major competitors
18. The Law of Borders - there are no barriers to global branding. a brand should know no borders
19. The Law of Consistency - a brand is not built overnight. success is measured in decades, not years
20. The Law of Change - brands can be changed, but only infrequently and only very carefully
21. The Law of Mortality - no brand will live forever. Euthanasia is often the best solution
22. The Law of Singularity - the most important aspect of a brand is its single-mindedness

There you have it... the 22 immutable laws of branding. I suggest you guys get a copy in your local bookstores. It's really a great read.

Good luck to everyone!

Labels: books