Published by Profile Books on 2000-04-01
Genres: Marketing, Small Business
Buy on Amazon.com, Buy on Amazon.co.uk
Everyone knows that building your product or service into a bona fide brand is the only way to stand out in today's insanely crowded marketplace. The only question is how do you do it? This is the definitive text on branding, distilling complex theories and principles behind this key marketing term into in twenty-two easy-to-read vignettes including: The Law of Contraction A brand becomes stronger when you narrow its focus The Law of the Word A brand should strive to own a word in the mind of the consumer The Law of Fellowship In order to build the category, a brand should welcome other brands World-renowned marketing guru Al Ries and his daughter and business partner Laura Ries examine brand-blazing strategies from the world's best, including Coca-Cola, Xerox, BMW, Federal Express and Starbucks, to provide you with the expert insight you need to build a world-class brand.
This book is amazing. A must read for anyone who is branding anything, whether it’s a product, a website or themselves, reading this was like a punch in the face with respect to every branding decision I’ve ever made!
With 22 immutable laws, it’s fairly simple, and entertaining to follow. Each law has examples of failures by companies that ignored the law, then success stories, often against all odds, of companies that followed the law and flourished.
Unfortunately it painted a really obvious picture that my current branding strategy for my latest product is a little floored, but that’s ok, we can adapt and still succeed, just by pivoting a little bit.
There are plenty of slides out there that list the 22 laws, I read them, and they were ok to use moving forwards. But to really understand the depth and necessity of the laws in a branding exercise it’s best to have fully read the book and taken the case studies to heart. It’s fun and a great read. My favourite anecdote was of a toothpaste company, I think the brand was crest, that had more different toothpaste types available than you have teeth in your mouth. Way to weaken your brand identity!
Buy this, read this, it’s awesome.