The 22 Immutable Laws of Branding
There is a lot at stake in the branding of a company. As Al Ries writes in the 22 Immutable Laws of Branding, branding is the “single most important objective of the marketing process.” He supplements his point with example after example of cases of companies that have succeeded (and failed) at building a successful brand.
Some of these examples feel a bit dated after 11 years, but the Laws that are detailed are as relevant as ever. The Law of Fellowship, the idea that a brand should welcome other brands in order to build the category, can apply to Google and Microsoft or Twitter and Facebook just as well as it applies to Coke and Pepsi or Kodak and Fuji. The Law of the Generic, the idea that a generic brand name is the quickest way to branding failure, may be even more relevant to Web 2.0 companies than it is to companies like GE or Nabisco.
The book focuses on large companies, but a lot of the branding principles can be applied to the marketing of any business. It’s a quick read that provides a lot to think about.
Filed under: Book Report Tagged: | marketing
