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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Contrary to popular belief what would help every category pioneer is competition. Will Tanqueray cut into the Absolut market?

The 22 Laws of Branding That Can’t be Broken

The average person spends nine times as much time listening to radio and television than he or she does reading magazines and newspapers. They need the Wrigley name to support their generic brand names. Similarly, some of the predictions in here were proven to be totally off, but that’s the nature of predictions in general.

A surgeon who is specialized in only knee surgery or a general surgeon who does knee surgery…and many other things? The Law of the Word – a brand should strive to own a word in the mind of the consumer.

Big Red, Extra, Freedent and Winterfresh, however, can stand on their own, each as totally separate brands. Chapter 10 — The Law of Extensions The easiest way to destroy a brand is to put its name on everything. Only brand names register in the mind. These were lawd writers I used to once admire! I remember reading The 22 Immutable Laws of Marketing as a young man. We can use our well-known core brand at the same time as we launch secondary or subbrands to xl into new territory.


Reading this book will leave you with the foul stench up your nostrils and a bad…. For instance, saying that Bud Light is not a brand, and that it weakens the Bud brand When changing brand is feasible: The Law of Singularity: But all shapes are not created equal in the eyes of the consumer.

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

The best way to generate publicity is by being first…the first brand in a new category. Don’t give them a family look or identity. Starbucks narrowed to coffee, Subway to sub sandwiches. BMW has been the ultimate driving machine for twenty-five years. Beer is yet another classic example here. A bit dated now example: To ask other readers questions about The 22 Immutable Laws of Brandingplease sign up.

I grab the book. The essence of a brand is some idea or attribute or market segment you can own in the mind. As time goes by, they forget why the brands were created in the first place.


Donna Karen wanted to market less costly and more casual clothes. General Mills invented a separate brand called Olive Garden. May 13, Klaus-M. Logotype, trademark, or visual symbol also overrated; meaning is in words.

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

The following 11 chapters, however, reveal that the authors are not prescient. Like the law of extensions, the law of subbrands states that subbranding can destroy a brand.

The rise of competitive brands can stimulate consumer interest in the category. But according to Ries and Ries, the more a o expands, the less powerful it becomes.

Almost all predictions were wrong. And then I puked my guts out. Instead of maintaining separate identities, the brands are mashed together and a layer of corporate frosting added on top. If you have to get surgery on your knee, who would you rather have operate on you?