10Lessons in Branding

From the book “The 22 Immutable Laws of

Branding”

ByAl Ries & Laura Ries

We are moving from ‘Selling’ (Push) to ‘Buying’ (Pull)

The times are changing…

Branding is the only way to survivein this ‘Buyers age’

1

Brand leader should promote the category. Not itself.

2

Same % market share of a larger pie is better!

PR (free publicity) builds your brandAdvertising maintains it

3

Your brand should own a word in the minds of the prospect

A word owned by no other brand

4

5

When you put the name everywhere…Your brand loses its power

Narrow your focus

Encourage competition

Two brands create more noise than one alone can

6

Horizontal logo is friendlier to human eyes

9 : 4

7

Your logo color should stand out

8

9Brand name matters more than Company name

Consumers buy brands

A brand need not live for ever

10

Practice Euthanasia

Let them die

Brand: noun; a proper noun that can be used in place of a common word

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Note: The logos belong to the respective companies. They have only been used to explain a point. They will be removed if the logo owners have any objection.

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