The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name. Healthy competition helps to build the category.ġ2. The Law of Fellowship: In order to build the category, a brand should welcome other brands. Line extensions destroy brand value by weakening the brand.ġ1. More than 90% of all new product introductions in the U.S. The Law of Extensions: The easiest way to destroy a brand is to put its name on everything. In the short term, a brand needs a unique idea or concept to survive.ġ0.
The Law of the Name: In the long run, a brand is nothing more than a name. The most efficient, most productive, most useful aspect of branding is creating a new category.ĩ. The Law of the Category: A leading brand should promote the category, not the brand. Does a Rolex keep better time than a Timex?Ĩ. The Law of Quality: Quality is important, but brands are not built by quality alone. Coke is the real thing in the minds of many, even though the last 'real thing' advertisement ran almost thirty years ago.ħ. The Law of Credentials: The crucial ingredient in the success of any brand is its claim to authenticity. If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind.Ħ. The Law of the Word: A brand should strive to own a word in the mind of the consumer. Sooner or later, a brand leader has to shift its branding strategy from publicity to advertising.ĥ. The Law of Advertising: Once born, a brand needs advertising to stay healthy. A new brand must be capable of generating favorable public-ity in the media or it won’t have a chance in the marketplace.Ĥ. The Law of Publicity: The birth of a brand is achieved with publicity, not advertising. By narrowing the focus to a single category, a brand can achieve extraordinary success.ģ. The Law of Contraction: A brand becomes stronger when you narrow its focus. Trying to be all things to all people undermines the power of the brand.Ģ. The Law of Expansion: The power of a brand is inversely proportional to its scope. Shipping may be from multiple locations in the US or from the UK, depending on stock availability.Laura and Al Ries wrote The 22 Immutable Laws of Branding in 2002. Combining a wide-ranging historical overview with a keen eye for the future, the authors bring to light 22 superlative tools and innovative techniques for the international marketplace. Ries and Trout share their rules for certain successes in the world of marketing. The real-life examples, commonsense suggestions and killer instincts contained in this book are nothing less than rules by which companies will flourish or fail. They examine marketing campaigns that have succeeded and others that have failed why good ideas did not live up to expectations and how some companies went against convention to succeed in their markets. Al Ries and Jack Trout, two of the world's most successful marketing strategists, present 22 tools and innovative techniques for marketing in today's competitive and global marketplace. "About this title" may belong to another edition of this title.īook Description Paperback. It will be requested by readers of the authors' earlier titles.Ĭopyright 1993 Reed Business Information, Inc. The book is fun to read, contains solid information, and should be acquired by all public and business school libraries. For example, the "Law of Focus" states that the most powerful concept in marketing is "owning" a word in the prospect's mind, such as Crest's owning cavities and Nordstrom's owning service. Just as the laws of physics define the workings of the universe, so do successful marketing programs conform to the "22 Laws." Each law is presented with illustrations of how it works based on actual companies and their marketing strategies. The premise behind this book is that in order for marketing strategies to work, they must be in tune with some quintessential force in the marketplace. Ries and Trout, authors of some of the most popular titles in marketing published during the last decade ( Marketing Warfare, LJ 10/15/85 Positioning: The Battle for Your Mind, Warner, 1987 and Bottom-Up Marketing, McGraw, 1989), continue the same breezy style, with lots of anecdotes and insider views of contemporary marketing strategy. They are the authors of the bestsellers Positioning, Marketing Warfare, Bottom-Up Marketing and Focus. Jack Trout runs a marketing consulting firm in Greenwich, Connecticut with Al Ries.