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Stanley Rodrick
How to Build a Product or Service
into a World-Class Brand
by Al Ries
1
The power of a brand is inversely
proportional to its scope.
When you put your brand name on
everything, that name loses its power.
2
A brand becomes stronger when you
narrow its focus.
A powerful branding program always
starts by contracting the category, not
expanding it.
3
The birth of a brand is achieved with
publicity, not advertising.
The best way to generate publicity is
by being first – the first brand in a new
category.
4
Once born, a brand needs advertising
to stay healthy.
Brand leaders advertise their
leadership. Leadership is the single
most important motivating factor in
customer behavior.
5
A brand should strive to own a word in
the mind of the consumer.
FedEx = Overnight delivery
Kleenex = Tissue
Xerox = Copy
6
The crucial ingredient in the success
of any brand is its claim to
authenticity.
Customers are suspicious.
Coke – “It’s the real thing.”
7
Quality is important, but brands are
not built on quality alone.
Sometimes expressed through a
higher price and accompanying feature
that seems to justify the price.
Rolex wrist bands
Montblac “fat” pens
8
A leading brand should promote the
category, not the brand.
9
In the long run, a brand is nothing
more than a name.
The difference between brands is not
in the products, but in the product
names – the perception of the names.
10
The easiest way to destroy a brand is
to put its name on everything.
11
To build the category, a brand should
welcome other brands.
Healthy competition brings more
customers to the category.
12
One of the fastest routes to failure is
giving a brand a generic name.
(National……, General……,
Nature’s…….)
Hard to differentiate a generic-named
brand from competition.
13
Brands are brands. Companies are
companies. There is a difference.
14
What branding builds, sub-branding
can destroy.
15
There is a time and a place to launch a
second brand.
A&E > History Channel.
16
A brand’s logo should be designed to
fit the eyes – both eyes.
Horizontal shape provides maximum
impact.
17
A brand should use a color that is the
opposite of its major competitor’s.
18
There are no barriers to global
branding. A brand should know no
borders.
Crossing a border often does add
value to a brand. The perception of
where the brand comes from can add
or subtract value.
19
A brand is not built overnight. Success
is measured in decades, not years.
20
Brands can be changed, but only
infrequently and only very carefully.
21
No brand will live forever.
Euthanasia is often the best solution.
22
The most important aspect of a brand
is its single-mindedness.
A brand is a singular idea or concept
that you own inside the mind of the
prospect.
A brand is a proper noun that can be
used in place of a common word.
23
24

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The 22 immutable laws of branding

  • 1. Stanley Rodrick How to Build a Product or Service into a World-Class Brand by Al Ries 1
  • 2. The power of a brand is inversely proportional to its scope. When you put your brand name on everything, that name loses its power. 2
  • 3. A brand becomes stronger when you narrow its focus. A powerful branding program always starts by contracting the category, not expanding it. 3
  • 4. The birth of a brand is achieved with publicity, not advertising. The best way to generate publicity is by being first – the first brand in a new category. 4
  • 5. Once born, a brand needs advertising to stay healthy. Brand leaders advertise their leadership. Leadership is the single most important motivating factor in customer behavior. 5
  • 6. A brand should strive to own a word in the mind of the consumer. FedEx = Overnight delivery Kleenex = Tissue Xerox = Copy 6
  • 7. The crucial ingredient in the success of any brand is its claim to authenticity. Customers are suspicious. Coke – “It’s the real thing.” 7
  • 8. Quality is important, but brands are not built on quality alone. Sometimes expressed through a higher price and accompanying feature that seems to justify the price. Rolex wrist bands Montblac “fat” pens 8
  • 9. A leading brand should promote the category, not the brand. 9
  • 10. In the long run, a brand is nothing more than a name. The difference between brands is not in the products, but in the product names – the perception of the names. 10
  • 11. The easiest way to destroy a brand is to put its name on everything. 11
  • 12. To build the category, a brand should welcome other brands. Healthy competition brings more customers to the category. 12
  • 13. One of the fastest routes to failure is giving a brand a generic name. (National……, General……, Nature’s…….) Hard to differentiate a generic-named brand from competition. 13
  • 14. Brands are brands. Companies are companies. There is a difference. 14
  • 15. What branding builds, sub-branding can destroy. 15
  • 16. There is a time and a place to launch a second brand. A&E > History Channel. 16
  • 17. A brand’s logo should be designed to fit the eyes – both eyes. Horizontal shape provides maximum impact. 17
  • 18. A brand should use a color that is the opposite of its major competitor’s. 18
  • 19. There are no barriers to global branding. A brand should know no borders. Crossing a border often does add value to a brand. The perception of where the brand comes from can add or subtract value. 19
  • 20. A brand is not built overnight. Success is measured in decades, not years. 20
  • 21. Brands can be changed, but only infrequently and only very carefully. 21
  • 22. No brand will live forever. Euthanasia is often the best solution. 22
  • 23. The most important aspect of a brand is its single-mindedness. A brand is a singular idea or concept that you own inside the mind of the prospect. A brand is a proper noun that can be used in place of a common word. 23
  • 24. 24