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. Laura and Al Ries wrote The 22 Immutable Laws of Branding in 2002.
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