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Branding
22 Immutable Laws of
Branding
Successful branding is built on
the concept of singularity
- no other brand like your
- no brand can appeal to
everybody
Conventional marketing strategies
increase market share in the short
term, but damage the power of the
brand and sales lon...
1.Law of Expansion
The power of a brand is inversely proportional to its
scope
Line extension, mega-branding, variable pri...
2. Law of Contraction
Brand becomes stronger when you narrow focus
Imitating successful line extending brands/companies is...
3. Law of Publicity
Birth of a brand is achieved through publicity, not
advertising.
Advertising is used for brand mainten...
What others say about your brand
is much more powerful than what
you say about it yourself
4. Law of Advertising
Advertising is like insurance to maintain brand
leadership against competition
5. Law of the Word
Brand must strive to own a word in the mind of the
customer. “I want to xerox this document”
Own the wo...
You have to reduce the essence of
your brand to a single thought or
attribute. An attribute that nobody
else owns in your ...
6. Law of Credentials
Crucial ingredient to the success of a brand is its claim
to authenticity
Leadership is the most dir...
7. Law of Quality
Quality is important, but brands are not built by quality
alone
To build a powerful brand, build a power...
8. Law of the Category
Leading brand should promote the category, not the
brand. Increases the size of the pie, not their ...
9. Law of the Name
In the long run, a brand is nothing more than a name
Short term - brand needs a unique idea, first in a...
10. Law of Extensions
Easiest way to destroy a brand is to put its name on
everything
When volume is stagnant, companies c...
11. Law of Fellowship
In order to build the category, a brand should welcome
other brands
Choice stimulates demand. Increa...
Market share is not based on
merit, but on the power of the
brand in the mind.
12. Law of the Generic
One of the fastest routes to failure is to give a brand a
generic name
Success of General Motors, I...
Vast majority of brand
communication takes place
verbally, not visually
13. Law of the Company
Brand names should always take precedence over
company names. Consumers buy brands, not
companies.
...
14. Law of Subbrands
What branding builds, sub-branding can destroy
Sub-branding is an inside-out strategy that tries to p...
15. Law of Siblings
Resist the urge to give brands a family look/identity.
Make each brand as distinct and different as po...
Principles of
Sibling Strategy
Focus on common product area
Select single attribute to segment
Rigid distinction between b...
16. Law of Shape
Logotype = visual symbol of brand + name of brand set
in distinctive type
Ideal shape is horizontal
Legib...
17. Law of Color
Brand should use a color that is the opposite of its
major competitor’s
Best to stick to a primary color ...
18. Law of Borders
A brand should know no borders
Brand should be in sync with it’s country’s unique
perceptions
Global as...
19. Law of Consistency
Markets may change, but brands shouldn’t
Brand building is boring work. Success should be
measured ...
20. Law of Change
Change brands when
- weak or nonexistent in the mind
- moving down the food chain
- in a slow-moving fie...
21. Law of Morality
No brand will live forever. Euthanasia is often the best
option
22. Law of Singularity
Most important aspect of a brand is its single-
mindedness
Brand - proper noun that can be used in ...
11 Laws Of
Internet
Branding
1.Law of Either/Or
Internet can either a business or medium for a brand. If
it’s former, start from scratch - new strategy...
2. Law of Interactivity
Interactivity is what sets the internet apart from other
mediums like radio/TV/print
If you want t...
3. Law of the Common Name
Buy.com, housing.com, vote.com - bad, common &
generic names. No SEO value either v/s Amazon,
Ya...
In a physical world, there are many clues to a
company’s purpose. On the internet, your name stands
alone, until you get t...
5. Law of Singularity
At all costs avoid being second in the category
When builds an internet brand,
think category first, brand
second
6. Law of Advertising
Avoid mixing advertising with interactivity
7. Law of Globalism
For high-tech products/services at high-end segment,
single language strategy might be best
Multi-lang...
8. Law of Time
You have to be fast. You have to be first. You have to
be focussed.
Being first in the marketplace doesn’t ...
9. Law of Vanity
Biggest mistake of all is believing you can do anything
5 Branding
Strategies for a
leader in any
category
Keep your brand focussed
Increase your share of the market
Expand your ...
10. Law of Divergence
Technology like nature does not converge but diverges
11. Law of Transformation
Internet will transform all aspects of our lives
www.pixelmattic.com
We build Intelligent Websites for Smart Businesses
Laws of Branding
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Laws of Branding

Branding unlike conventional marketing strategies forces you to narrow your focus. This presentation is a summary of the book '22 Immutable Laws of Branding' that provide a set of guidelines to build a brand and maintain it.

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Laws of Branding

  1. 1. Branding 22 Immutable Laws of Branding
  2. 2. Successful branding is built on the concept of singularity - no other brand like your - no brand can appeal to everybody
  3. 3. Conventional marketing strategies increase market share in the short term, but damage the power of the brand and sales long term
  4. 4. 1.Law of Expansion The power of a brand is inversely proportional to its scope Line extension, mega-branding, variable pricing milk brands than build them Customers want brands that are narrow in scope & distinguishable by a single word, shorter the better
  5. 5. 2. Law of Contraction Brand becomes stronger when you narrow focus Imitating successful line extending brands/companies is misleading. They did things differently when building it.
  6. 6. 3. Law of Publicity Birth of a brand is achieved through publicity, not advertising. Advertising is used for brand maintenance
  7. 7. What others say about your brand is much more powerful than what you say about it yourself
  8. 8. 4. Law of Advertising Advertising is like insurance to maintain brand leadership against competition
  9. 9. 5. Law of the Word Brand must strive to own a word in the mind of the customer. “I want to xerox this document” Own the word by being first & establishing the category. Create a new category by narrowing focus It’s the brand name & not its visual/physical attributes that gives product meaning in consumer’s mind
  10. 10. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else owns in your category.
  11. 11. 6. Law of Credentials Crucial ingredient to the success of a brand is its claim to authenticity Leadership is the most direct way to establish the credentials of a brand Credentials are very important during publicity phase If you’re not a leader, create a new category
  12. 12. 7. Law of Quality Quality is important, but brands are not built by quality alone To build a powerful brand, build a powerful perception of quality in the mind of the customer To build a quality brand, narrow your focus, choose a better name and pricer higher than competition
  13. 13. 8. Law of the Category Leading brand should promote the category, not the brand. Increases the size of the pie, not their slice of the pie. Launch the brand in a way to create a perception of being first/leader/original. Then, promote the category.
  14. 14. 9. Law of the Name In the long run, a brand is nothing more than a name Short term - brand needs a unique idea, first in a new category and owning a word in the mind of the customer Long term - uniqueness disappears and all that remains is the difference in brand names b/w competitors
  15. 15. 10. Law of Extensions Easiest way to destroy a brand is to put its name on everything When volume is stagnant, companies create more brands. When category is growing, nothing is done, when the opposite is required.
  16. 16. 11. Law of Fellowship In order to build the category, a brand should welcome other brands Choice stimulates demand. Increase noise level in the category and tends to increase sales in the category
  17. 17. Market share is not based on merit, but on the power of the brand in the mind.
  18. 18. 12. Law of the Generic One of the fastest routes to failure is to give a brand a generic name Success of General Motors, IBM etc is misleading as they grew big in a different era Generic names are unable to differentiate a brand from its competition. Use regular name out of context: Blockbuster Video vs General Video Rental
  19. 19. Vast majority of brand communication takes place verbally, not visually
  20. 20. 13. Law of the Company Brand names should always take precedence over company names. Consumers buy brands, not companies. Management is company oriented. Customers are brand oriented
  21. 21. 14. Law of Subbrands What branding builds, sub-branding can destroy Sub-branding is an inside-out strategy that tries to push the core brand into new directions When you feel the need to create subbrands, you are chasing the market, Subbranding, megabranding and masterbranding are not customer-driven concepts
  22. 22. 15. Law of Siblings Resist the urge to give brands a family look/identity. Make each brand as distinct and different as possible. A sibling strategy requires more top-mgmt supervision, not less. Long term need is to maintain of separation of brands.
  23. 23. Principles of Sibling Strategy Focus on common product area Select single attribute to segment Rigid distinction between brands Create different, not similar brands Launch a sibling only when you can create a new category Keep control of the sibling family at the highest level
  24. 24. 16. Law of Shape Logotype = visual symbol of brand + name of brand set in distinctive type Ideal shape is horizontal Legibility is important Visual symbol is overrated. Meaning lies in the word
  25. 25. 17. Law of Color Brand should use a color that is the opposite of its major competitor’s Best to stick to a primary color instead of an intermediary color When picking a color, focus on the mood rather than trying to establish an unique identity Color consistency over a long can help a brand
  26. 26. 18. Law of Borders A brand should know no borders Brand should be in sync with it’s country’s unique perceptions Global aspiring brand name should be English.
  27. 27. 19. Law of Consistency Markets may change, but brands shouldn’t Brand building is boring work. Success should be measured in decades, not years Limitation + consistency builds a brand
  28. 28. 20. Law of Change Change brands when - weak or nonexistent in the mind - moving down the food chain - in a slow-moving field where change takes place over a long time
  29. 29. 21. Law of Morality No brand will live forever. Euthanasia is often the best option
  30. 30. 22. Law of Singularity Most important aspect of a brand is its single- mindedness Brand - proper noun that can be used in place of a common word. It’s a singular idea or concept that you hold in the mind of a prospect
  31. 31. 11 Laws Of Internet Branding
  32. 32. 1.Law of Either/Or Internet can either a business or medium for a brand. If it’s former, start from scratch - new strategy/name Same name if entire business is moving online. Short names work best. Fracture your brand - creating an internet brand, physical brand
  33. 33. 2. Law of Interactivity Interactivity is what sets the internet apart from other mediums like radio/TV/print If you want to build a internet brand, you must design for it
  34. 34. 3. Law of the Common Name Buy.com, housing.com, vote.com - bad, common & generic names. No SEO value either v/s Amazon, Yahoo, eBay Mind treats common name as representative of all sites in the category, not a brand name
  35. 35. In a physical world, there are many clues to a company’s purpose. On the internet, your name stands alone, until you get to the site. Short, simple, suggest the category, unique, alliterative, speakable, shocking, personalized, 4. Law of the Proper name
  36. 36. 5. Law of Singularity At all costs avoid being second in the category
  37. 37. When builds an internet brand, think category first, brand second
  38. 38. 6. Law of Advertising Avoid mixing advertising with interactivity
  39. 39. 7. Law of Globalism For high-tech products/services at high-end segment, single language strategy might be best Multi-language strategy might suit the mainstream market better
  40. 40. 8. Law of Time You have to be fast. You have to be first. You have to be focussed. Being first in the marketplace doesn’t buy you anything except a license to try to get in the mind first
  41. 41. 9. Law of Vanity Biggest mistake of all is believing you can do anything
  42. 42. 5 Branding Strategies for a leader in any category Keep your brand focussed Increase your share of the market Expand your market Go Global Dominate the category
  43. 43. 10. Law of Divergence Technology like nature does not converge but diverges
  44. 44. 11. Law of Transformation Internet will transform all aspects of our lives
  45. 45. www.pixelmattic.com We build Intelligent Websites for Smart Businesses

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