1. The document discusses 22 immutable laws of branding, including the laws of expansion, contraction, publicity, advertising, the word, credentials, quality, the category, the name, extensions, fellowship, the generic, the company, sub-brands, siblings, shape, colour, borders, and consistency.
2. Some key points are that brands become stronger when their focus is narrowed, brands are built with publicity and maintained with advertising, brands should strive to own a word in consumers' minds, quality alone does not build brands, and brands should promote their category rather than just the brand. Consistency is important and brands should not change over time.
3. Global branding allows brands to increase their market by growing
The document outlines 22 immutable laws of branding, including:
1) Brands become stronger when they narrow their focus on a single word or concept.
2) Publicity, not just advertising, is important for launching a new brand.
3) Once established, brands need consistent advertising to stay strong in consumers' minds.
4) Brands should strive to own a word or concept in consumers' minds to become synonymous with that idea.
5) Brands are built over decades with consistency, not just years, to truly connect with consumers.
The document outlines 22 immutable laws of branding, including:
- The law of generic warns against generic brand names that don't differentiate.
- The law of the company states brands should take precedence over parent companies in marketing.
- The law of sub-brands cautions that sub-brands can dilute the power of the main brand.
- The law of singularity emphasizes that brands are most powerful when they own a single, clear idea in consumers' minds.
The 22 Immutable Laws Of Branding Biz -www.itworkss.comOnunkwo George
This document provides a summary of key concepts from the book "The 22 Immutable Laws of Branding" by Al Ries and Laura Ries. It summarizes 12 of the 22 branding laws discussed in the book, including the Law of Expansion, the Law of Contraction, the Law of Publicity, the Law of Advertising, the Law of the Word, and others. For each law, it provides a brief explanation and examples to illustrate how well-known brands have successfully applied or violated these branding laws. The overall summary aims to concisely outline some of the most important lessons around building powerful brands according to the authors.
(MBASkills.IN) Book Summary: 22 Immutable Laws of Branding Sameer Mathur
22 Immutable Laws of Branding by Al Ries and Laura Ries explores various aspects of branding. Branding is one the marketing world’s hottest concept. The success of your business depends very much upon what image is formed in the customer’s mind when your brand name pops up. Read the summary prepared by Prof. Sameer Mathur for more insights.
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.
The document outlines 22 "immutable laws of branding" including:
1) The power of a brand decreases as its scope increases through over-expansion.
2) Focusing a brand leads to stronger perceptions of quality.
3) New brands need publicity to gain awareness while established brands rely on advertising.
4) Brands strive to own a word in the consumer's mind through a unique name or concept.
5) Global branding allows brands to grow beyond domestic market share limits.
The document outlines 22 "laws of branding" that provide guidance on building and maintaining strong brands. Some of the key laws discussed include focusing branding efforts on owning a single word in the consumer's mind; using publicity rather than just advertising to launch a new brand; promoting the product category rather than just the brand itself; avoiding putting the brand name on too many extensions; and designing the brand's logotype to have an ideal shape and size that stands out. Overall, the laws emphasize the importance of consistency, focus, and differentiation in developing recognizable and trusted brands over the long run.
The document outlines 22 "laws of branding" that provide guidance on how to build and maintain strong brands. Some of the key laws discussed include contracting your brand focus to strengthen perception, using publicity to promote your brand before relying on advertising, owning a strong name in customers' minds, establishing credibility through leadership and quality, and developing sub-brands and sibling brands to dominate a category long-term. The laws suggest that consistency yet flexibility are important to brands staying relevant over time.
The document outlines 22 immutable laws of branding, including:
1) Brands become stronger when they narrow their focus on a single word or concept.
2) Publicity, not just advertising, is important for launching a new brand.
3) Once established, brands need consistent advertising to stay strong in consumers' minds.
4) Brands should strive to own a word or concept in consumers' minds to become synonymous with that idea.
5) Brands are built over decades with consistency, not just years, to truly connect with consumers.
The document outlines 22 immutable laws of branding, including:
- The law of generic warns against generic brand names that don't differentiate.
- The law of the company states brands should take precedence over parent companies in marketing.
- The law of sub-brands cautions that sub-brands can dilute the power of the main brand.
- The law of singularity emphasizes that brands are most powerful when they own a single, clear idea in consumers' minds.
The 22 Immutable Laws Of Branding Biz -www.itworkss.comOnunkwo George
This document provides a summary of key concepts from the book "The 22 Immutable Laws of Branding" by Al Ries and Laura Ries. It summarizes 12 of the 22 branding laws discussed in the book, including the Law of Expansion, the Law of Contraction, the Law of Publicity, the Law of Advertising, the Law of the Word, and others. For each law, it provides a brief explanation and examples to illustrate how well-known brands have successfully applied or violated these branding laws. The overall summary aims to concisely outline some of the most important lessons around building powerful brands according to the authors.
(MBASkills.IN) Book Summary: 22 Immutable Laws of Branding Sameer Mathur
22 Immutable Laws of Branding by Al Ries and Laura Ries explores various aspects of branding. Branding is one the marketing world’s hottest concept. The success of your business depends very much upon what image is formed in the customer’s mind when your brand name pops up. Read the summary prepared by Prof. Sameer Mathur for more insights.
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.
The document outlines 22 "immutable laws of branding" including:
1) The power of a brand decreases as its scope increases through over-expansion.
2) Focusing a brand leads to stronger perceptions of quality.
3) New brands need publicity to gain awareness while established brands rely on advertising.
4) Brands strive to own a word in the consumer's mind through a unique name or concept.
5) Global branding allows brands to grow beyond domestic market share limits.
The document outlines 22 "laws of branding" that provide guidance on building and maintaining strong brands. Some of the key laws discussed include focusing branding efforts on owning a single word in the consumer's mind; using publicity rather than just advertising to launch a new brand; promoting the product category rather than just the brand itself; avoiding putting the brand name on too many extensions; and designing the brand's logotype to have an ideal shape and size that stands out. Overall, the laws emphasize the importance of consistency, focus, and differentiation in developing recognizable and trusted brands over the long run.
The document outlines 22 "laws of branding" that provide guidance on how to build and maintain strong brands. Some of the key laws discussed include contracting your brand focus to strengthen perception, using publicity to promote your brand before relying on advertising, owning a strong name in customers' minds, establishing credibility through leadership and quality, and developing sub-brands and sibling brands to dominate a category long-term. The laws suggest that consistency yet flexibility are important to brands staying relevant over time.
Positioning The Battle For Your Mind by Al Ries & Jack TroutSameer Mathur
Advertising is a brutal business where mistakes can be costly and positioning is a major part of advertising. Positioning is not what you do to a product but it is what you do to the mind of the prospect. The book explains how to get into the mind of your target customers. Read the summary of the book created by Prof. Sameer Mathur.
12th Cairo Marketing Club (22 immutable Laws of Marketing) by Dr. Ahmed SamirMahmoud Bahgat
12th Cairo Marketing Club (22 immutable Laws of Marketing) by Dr. Ahmed Samir
*#Mahmoud_Bahgat*
*#Marketing_Club*
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Jamba Juice, a smoothie and juice bar chain that provided nutritious meals and helped build healthy communities, has closed after 45 years in business. While it accomplished its goals of aiding well-being and influencing long-term good, competing chains still remain, such as Robeks Juice, Smoothie King, and locally owned smoothie restaurants. Jamba Juice's vision was to open more locations globally and continue positively impacting health for decades to come through riding powerful nutrition and lifestyle trends.
My perspective of 22 Immutable Laws of Marketing (the laws were provided by Al Ries and Jack Trout). Some of the laws are overlapping, some may hold good in few business situations.
Yet, I see these laws are good attempt in creating some understandings of the marketing dynamics.
22 immutable laws of marketing by Suhag MistrySuhag Mistry
100% working Marketing techniques for businesses. Use mentioned rules and develop great marketing plan. And YES it still works. I use it for developing Marketing plan for my consultant as a Business consultant.
the marketing Shower: Brandhome about Rebrandingmarketmomenta
Four times a year you can plunge into the marketing shower to let a steaming hot marketing topic pour down on you. Last time Erik Saelens sprinkled rebranding insights down on us. Visit http://marketing.vlerickalumni.com/ for more showers.
Visuals have a special impact on nailing the brands into the minds of consumers. The left and the right hemisphere of brains work in different patterns and captures different sort of data. Left hemisphere understands the stimuli like names, words, logics, etc. while the right hemisphere captures stimuli like, visuals, color, shape, etc. To nail the brand into mind of consumer Visual impression is necessary to be created and thus Visual Hammer is necessary to create a long-lasting, quickly recalled brand image in consumer's mind through the "Power of Visuals" .
This document discusses how the speed of business has increased dramatically due to factors like Moore's Law and the internet. This has led to greater marketplace clutter from too many products, features, advertisements, messages, and media channels. Companies initially try to combat this clutter with more clutter through things like additional features or advertisements. However, this usually backfires. Due to the clutter, the human mind blocks out most information and only processes a small amount. As a result, brand-to-brand competition has shifted from competing on things like resources or capital to competing to have one's brand stand out and be remembered in the cluttered marketplace.
The document outlines 22 immutable laws of branding, including that a brand becomes stronger when it narrows its focus, publicity rather than advertising is important for building a new brand initially, a brand should strive to own a word in the consumer's mind, and quality alone does not build brands but is reinforced through price and features. It also discusses laws around promoting the category rather than just the brand, using consistent branding over decades, and maintaining a brand's single-minded concept.
ZAG- 17 steps process branding workshop (NYL)lynjang
The document summarizes the branding strategy of New York Life Insurance Company (NYL). NYL focuses on life insurance, annuities, and long-term care insurance. While competitors have expanded into other financial services, NYL remains focused on its core competencies. It emphasizes its long history of over 160 years in business, strong financial position, and highly-trained agent network to promote loyalty and trust among customers.
Pete Canalichio is an expert in brand licensing with over 25 years of experience. He discusses the basics of brand licensing, including defining it as the leasing of intangible assets like brands, characters, or names. He explains the benefits for both licensors, who can unlock a brand's value, and licensees, who gain marketing power. Canalichio also outlines the expectations of licensors, such as licensees investing in the category and meeting sales targets, and the expectations of licensees, such as the brand opening doors to sales growth. He discusses how licensing can help companies enter new product categories and provides an example flow of royalty payments from retailers to licensors.
This document discusses the functional and psychological value of branding. It begins by explaining that brands have both functional attributes that provide tangible value to customers, as well as psychological value from branding. It then covers topics like what a brand is, how brands are extended to new products, and challenges with measuring the value of a brand. The key points are that brands are among companies' most valuable assets, psychological branding influences how customers experience products, and while brands are powerful, there is no consistent way to measure their exact value.
20130223 brand management chapter 1 iba 45 e.pptxZeeshan Huq
This document summarizes a session on brand management. It discusses how marketing has evolved from the traditional 4Ps (product, price, place, promotion) to focus more on customers, value propositions, and networks. A brand is defined as a combination of elements that reside in consumers' minds and define a company's value. Products are the vehicles for delivering a brand's promise. Strong brands are innovation-driven and meet entrepreneurial skills. The best advertisements convince consumers that a brand delivers on its promise through its products.
The document provides a step-by-step guide for designing the perfect logo for a brand. It discusses how logos can improve businesses by boosting brand recognition, communicating personality, and encouraging loyalty. It emphasizes defining the brand by determining mission, values, personality, market position, and voice. Key questions are provided to help define the brand personality. It also discusses essential design principles like emphasis, balance, alignment, and contrast that are important for effective logo design. The guide covers different types of logos and how to use colors, shapes, and letters to best represent the brand.
This document discusses using all five senses to build strong brands. It provides an introduction to BrandSense, which is a holistic approach to understanding and building brands by considering how they appeal to sight, sound, smell, touch and taste. The document outlines why smell is an important sense for brands to leverage and provides examples of companies that are successfully using sensory experiences and digital scent technologies. It argues that an integrated sensory experience can help brands stand out from competitors by creating lasting impressions in customers' minds.
Frontline Thinking. Insight publication for automotive marketeersWe are Acuity
Acuity are automotive marketing experts and brand guardians to Citroen UK. Each quarter they create a free insight publication for automotive marketeers on how to increase sales and customer retention.
How to leverage national marketing at a local level.
Kwik-Fit. In need of a Kwik-Fix?
Interview with Claire Cardosi, Citroen UK
Innovations in automotive marketing: UK's first interactive mailer
Global brands allow companies to achieve economies of scale in production and marketing. However, some national brands are better suited to local tastes and cultures. The document discusses the advantages and risks of both global and national brands. It concludes that companies should use global brands where possible but national brands where necessary to adapt to local conditions.
The 22 Immutable Laws Of Personal BrandingThinkosaur
The document discusses 16 "laws" or principles of branding, including focusing on a niche, building expertise in a category, owning a word in the consumer's mind, maintaining quality perception, promoting the category rather than the brand, having a memorable name, avoiding overextension, welcoming competition, differentiating from generics, focusing on the brand rather than the company, avoiding sub-brands and dilution, launching related brands for new categories, and having a horizontally-shaped logo. The laws provide guidance for both building strong corporate brands and personal brands.
The document discusses different brand architectures that companies can use to structure their brands, including:
1) Stand-alone intimacy brands that are supported only by their own trademarks and marketing to build trust over time, though this approach is very expensive.
2) Combination architectures where companies use a house brand alongside product-specific brands that are linked through shared trademarks.
3) The trade-off involved is balancing brand clarity and focus with the increased costs of separate brands versus the risk of diluting brands under a house name.
The document discusses several key principles for building and maintaining strong brands, including focusing branding efforts on owning a word in consumers' minds, using publicity over advertising to establish a new brand, narrowing a brand's focus to become a specialist rather than generalist, promoting the brand's category rather than just the brand itself, and maintaining consistency in a brand over time while knowing when it's time to retire or change a brand. Overall, the document emphasizes the importance of having a clear, well-defined brand identity and strategy that remains consistent yet adaptable over the long term.
The document discusses several "laws of marketing" according to Thegeek.co.in:
1) The Law of Leadership states it is better to be first in a category than to have a better product than competitors. Being first allows getting into customers' minds most easily.
2) The Law of the Category says that if you cannot be first in a category, create a new category where you can be first. Promote the new category to avoid direct competition.
3) The Law of the Mind emphasizes being first in customers' minds is more important than being first in the marketplace. Getting the company name remembered aids being first in customers' thinking.
Positioning The Battle For Your Mind by Al Ries & Jack TroutSameer Mathur
Advertising is a brutal business where mistakes can be costly and positioning is a major part of advertising. Positioning is not what you do to a product but it is what you do to the mind of the prospect. The book explains how to get into the mind of your target customers. Read the summary of the book created by Prof. Sameer Mathur.
12th Cairo Marketing Club (22 immutable Laws of Marketing) by Dr. Ahmed SamirMahmoud Bahgat
12th Cairo Marketing Club (22 immutable Laws of Marketing) by Dr. Ahmed Samir
*#Mahmoud_Bahgat*
*#Marketing_Club*
للاشتراك في نادي التسويق بالشرق الاوسط
*If you are a Marketer now*
To Join our whatsapp &Monthly Meeting in Middle East Cities
Send me ur data on Whatsap
00966569654916
*Fill ur data here as speaker or member*
https://lnkd.in/efkTE7T
Join now
*Marketing Club Facebook Page*
https://lnkd.in/gm4c4hD
*Marketing Club Facebook Group*
https://lnkd.in/gX-5au5
*Egyptian Pharmacists Society Facebook Page*
https://lnkd.in/fucnv_5
•••••••••••••••••••••••••••••
*#Mahmoud_Bahgat*
00966568654916
لخدمات التسويق والدعاية والاعلان
*#Legendary_ADLAND*
Complete Marketing Solutions
*www.TheLegendary.info*
•••••••••••••••••••••••••••••
للحصول على اقامة او شركة في اوروبا
*#Legendary_Europe*
Europe Companies & Residency
*www.LegendaryEurope.Net*
•••••••••••••••••••••••••••••
*Contact Bahgat*
M.Bahgat@TheLegendary.Info
Jamba Juice, a smoothie and juice bar chain that provided nutritious meals and helped build healthy communities, has closed after 45 years in business. While it accomplished its goals of aiding well-being and influencing long-term good, competing chains still remain, such as Robeks Juice, Smoothie King, and locally owned smoothie restaurants. Jamba Juice's vision was to open more locations globally and continue positively impacting health for decades to come through riding powerful nutrition and lifestyle trends.
My perspective of 22 Immutable Laws of Marketing (the laws were provided by Al Ries and Jack Trout). Some of the laws are overlapping, some may hold good in few business situations.
Yet, I see these laws are good attempt in creating some understandings of the marketing dynamics.
22 immutable laws of marketing by Suhag MistrySuhag Mistry
100% working Marketing techniques for businesses. Use mentioned rules and develop great marketing plan. And YES it still works. I use it for developing Marketing plan for my consultant as a Business consultant.
the marketing Shower: Brandhome about Rebrandingmarketmomenta
Four times a year you can plunge into the marketing shower to let a steaming hot marketing topic pour down on you. Last time Erik Saelens sprinkled rebranding insights down on us. Visit http://marketing.vlerickalumni.com/ for more showers.
Visuals have a special impact on nailing the brands into the minds of consumers. The left and the right hemisphere of brains work in different patterns and captures different sort of data. Left hemisphere understands the stimuli like names, words, logics, etc. while the right hemisphere captures stimuli like, visuals, color, shape, etc. To nail the brand into mind of consumer Visual impression is necessary to be created and thus Visual Hammer is necessary to create a long-lasting, quickly recalled brand image in consumer's mind through the "Power of Visuals" .
This document discusses how the speed of business has increased dramatically due to factors like Moore's Law and the internet. This has led to greater marketplace clutter from too many products, features, advertisements, messages, and media channels. Companies initially try to combat this clutter with more clutter through things like additional features or advertisements. However, this usually backfires. Due to the clutter, the human mind blocks out most information and only processes a small amount. As a result, brand-to-brand competition has shifted from competing on things like resources or capital to competing to have one's brand stand out and be remembered in the cluttered marketplace.
The document outlines 22 immutable laws of branding, including that a brand becomes stronger when it narrows its focus, publicity rather than advertising is important for building a new brand initially, a brand should strive to own a word in the consumer's mind, and quality alone does not build brands but is reinforced through price and features. It also discusses laws around promoting the category rather than just the brand, using consistent branding over decades, and maintaining a brand's single-minded concept.
ZAG- 17 steps process branding workshop (NYL)lynjang
The document summarizes the branding strategy of New York Life Insurance Company (NYL). NYL focuses on life insurance, annuities, and long-term care insurance. While competitors have expanded into other financial services, NYL remains focused on its core competencies. It emphasizes its long history of over 160 years in business, strong financial position, and highly-trained agent network to promote loyalty and trust among customers.
Pete Canalichio is an expert in brand licensing with over 25 years of experience. He discusses the basics of brand licensing, including defining it as the leasing of intangible assets like brands, characters, or names. He explains the benefits for both licensors, who can unlock a brand's value, and licensees, who gain marketing power. Canalichio also outlines the expectations of licensors, such as licensees investing in the category and meeting sales targets, and the expectations of licensees, such as the brand opening doors to sales growth. He discusses how licensing can help companies enter new product categories and provides an example flow of royalty payments from retailers to licensors.
This document discusses the functional and psychological value of branding. It begins by explaining that brands have both functional attributes that provide tangible value to customers, as well as psychological value from branding. It then covers topics like what a brand is, how brands are extended to new products, and challenges with measuring the value of a brand. The key points are that brands are among companies' most valuable assets, psychological branding influences how customers experience products, and while brands are powerful, there is no consistent way to measure their exact value.
20130223 brand management chapter 1 iba 45 e.pptxZeeshan Huq
This document summarizes a session on brand management. It discusses how marketing has evolved from the traditional 4Ps (product, price, place, promotion) to focus more on customers, value propositions, and networks. A brand is defined as a combination of elements that reside in consumers' minds and define a company's value. Products are the vehicles for delivering a brand's promise. Strong brands are innovation-driven and meet entrepreneurial skills. The best advertisements convince consumers that a brand delivers on its promise through its products.
The document provides a step-by-step guide for designing the perfect logo for a brand. It discusses how logos can improve businesses by boosting brand recognition, communicating personality, and encouraging loyalty. It emphasizes defining the brand by determining mission, values, personality, market position, and voice. Key questions are provided to help define the brand personality. It also discusses essential design principles like emphasis, balance, alignment, and contrast that are important for effective logo design. The guide covers different types of logos and how to use colors, shapes, and letters to best represent the brand.
This document discusses using all five senses to build strong brands. It provides an introduction to BrandSense, which is a holistic approach to understanding and building brands by considering how they appeal to sight, sound, smell, touch and taste. The document outlines why smell is an important sense for brands to leverage and provides examples of companies that are successfully using sensory experiences and digital scent technologies. It argues that an integrated sensory experience can help brands stand out from competitors by creating lasting impressions in customers' minds.
Frontline Thinking. Insight publication for automotive marketeersWe are Acuity
Acuity are automotive marketing experts and brand guardians to Citroen UK. Each quarter they create a free insight publication for automotive marketeers on how to increase sales and customer retention.
How to leverage national marketing at a local level.
Kwik-Fit. In need of a Kwik-Fix?
Interview with Claire Cardosi, Citroen UK
Innovations in automotive marketing: UK's first interactive mailer
Global brands allow companies to achieve economies of scale in production and marketing. However, some national brands are better suited to local tastes and cultures. The document discusses the advantages and risks of both global and national brands. It concludes that companies should use global brands where possible but national brands where necessary to adapt to local conditions.
The 22 Immutable Laws Of Personal BrandingThinkosaur
The document discusses 16 "laws" or principles of branding, including focusing on a niche, building expertise in a category, owning a word in the consumer's mind, maintaining quality perception, promoting the category rather than the brand, having a memorable name, avoiding overextension, welcoming competition, differentiating from generics, focusing on the brand rather than the company, avoiding sub-brands and dilution, launching related brands for new categories, and having a horizontally-shaped logo. The laws provide guidance for both building strong corporate brands and personal brands.
The document discusses different brand architectures that companies can use to structure their brands, including:
1) Stand-alone intimacy brands that are supported only by their own trademarks and marketing to build trust over time, though this approach is very expensive.
2) Combination architectures where companies use a house brand alongside product-specific brands that are linked through shared trademarks.
3) The trade-off involved is balancing brand clarity and focus with the increased costs of separate brands versus the risk of diluting brands under a house name.
The document discusses several key principles for building and maintaining strong brands, including focusing branding efforts on owning a word in consumers' minds, using publicity over advertising to establish a new brand, narrowing a brand's focus to become a specialist rather than generalist, promoting the brand's category rather than just the brand itself, and maintaining consistency in a brand over time while knowing when it's time to retire or change a brand. Overall, the document emphasizes the importance of having a clear, well-defined brand identity and strategy that remains consistent yet adaptable over the long term.
The document discusses several "laws of marketing" according to Thegeek.co.in:
1) The Law of Leadership states it is better to be first in a category than to have a better product than competitors. Being first allows getting into customers' minds most easily.
2) The Law of the Category says that if you cannot be first in a category, create a new category where you can be first. Promote the new category to avoid direct competition.
3) The Law of the Mind emphasizes being first in customers' minds is more important than being first in the marketplace. Getting the company name remembered aids being first in customers' thinking.
The document outlines 22 immutable laws of branding, including that a brand becomes stronger when it narrows its focus, publicity rather than advertising is important for building a new brand initially, a brand should strive to own a word in the consumer's mind, and quality alone does not build brands but is reinforced through price and features. It also discusses promoting the category rather than just the brand, using a logo design that fits both eyes, and consistency over decades being important for building a brand.
Direct marketing classic: Advertising that sells by OgilvyMichael Leander
Direct marketers can still learn from this classic direct marketing guide on how to create advertising that sells.
Sure digital marketing has become a huge part of the direct marketing mix in the past decade, but the basics very much remain the same. No one has contributed to the education and inspiration of direct marketers around the world like David Ogilvy. You will find many nuggets in the How to create advertising that sells document.
This document provides 38 tips for creating effective advertising based on lessons learned from David Ogilvy's advertising agency which created over $1.48 billion in advertising. Some of the key lessons include positioning your product effectively, promising a unique consumer benefit, developing a consistent brand image, using big ideas, giving products a quality image, innovating rather than following trends, testing ideas before implementing, and localizing messages for specific audiences.
When you think of a brand the first thing that probably comes to
mind is a brand on livestock. Branding of a product should be
viewed as the same thing. When you have a successful brand, it
sets your product apart from your competition. You want your
brand to be able to expand your customer base and increase
your market share. The larger your customer base and market
share the more powerful your brand will become.
There are many factors that go into making a brand successful and
there are even more that go into keeping you brand successful. By
learning the basic steps, you will be able to put your brand on the
best possible path to success. You will find that marketing and
branding go hand in hand. A good brand will help your marketing
and strong marketing will help build a strong brand. It is up to you to
do your homework to ensure that you make the right decisions to
help your company build a strong brand.
Your goal is to build a brand that is the recognized leader in a given
category. This makes the consumer want to be aligned with your
brand and will seek it out at the store. It will give them the satisfac-
vi Introduction
tion that they have made the correct decision for themselves and
their family when they purchase your brand.
With the explosion of the Internet, now more than ever, companies
have the chance to go global and increase their sales and profits. By
following the steps that are outlined here, you will have the informa-tion
that you need to make your brand successful and have the ability to go
global both on the Internet and with a brick and mortar store.
This document outlines principles for building powerful brands. It recommends narrowing a brand's focus to increase its strength. Brands are born through publicity for being first in a new category, then need advertising to stay strong by promoting their leadership position. Successful brands own a word in consumers' minds and promote authenticity through distinctive claims. While quality is important, brands are differentiated more by their names than their actual products. The document stresses the importance of consistency and longevity for building brands over decades.
This document summarizes key concepts from the 1981 book "Positioning: The Battle for your Mind" by Al Ries and Jack Trout. It discusses how positioning involves claiming a unique position for a product in the consumer's mind. First movers have an advantage, so a non-first product must find an unoccupied position. Leaders should reinforce their status without boasting and introduce related brands. Followers must find unique positions rather than trying to appeal to everyone. Repositioning competitors or changing perceptions of them can also be effective strategies. The name of a brand is very important in shaping consumer perceptions.
This document summarizes key concepts from the 1981 book "Positioning: The Battle for your Mind" by Al Ries and Jack Trout. It discusses how positioning involves claiming a unique position for a product in the consumer's mind. First movers have an advantage, so a non-first product must find an unoccupied position. Leaders should reinforce their status without boasting and introduce related brands. Followers must find unique positions rather than trying to appeal to everyone. Repositioning competitors or changing perceptions of them can also be effective strategies. The name of a brand is very important in shaping consumer perceptions.
This document provides 17 points for companies to radically differentiate themselves from their competition. It emphasizes finding one unique quality or "Zag" that makes a company the only one to offer a specific product or service. Some key recommendations include hitting an underserved customer need, designing a brand experience that delights customers, and protecting the brand identity from inconsistencies that could undermine differentiation. Loyalty is also discussed as important to extending the brand's success through additional products or services.
This document discusses when it may be time for a company to rebrand. It provides signs that a rebrand could be needed, such as losing market share, becoming irrelevant, or having outdated branding. It suggests examining how competitors are positioning themselves and if the company is being sidelined. A rebrand can help a company whose brand has become irrelevant to strike back and maintain a competitive edge. Examples are provided of companies like Stripe, Quicken, and Uber that struggled after being disrupted, as well as companies like Lego, Nintendo, and Honda that successfully rebounded with a rebrand.
Ries and Trout popularized the concept of positioning in marketing. Positioning involves communicating a simplified message to consumers that is consistent with their existing beliefs in order to stand out in a crowded marketplace. They argue it is important to be the first brand in a category or find an unoccupied position. Repositioning competitors or using descriptive names can also help brands succeed. Line extensions often fail by diluting an established brand position. Overall the document outlines Ries and Trout's theories on how positioning a brand in the consumer's mind is key to marketing success.
This document discusses how challenger brands can compete against larger, more established brand leaders. It provides 8 credos or principles for successful challenger behavior: 1) Intelligent Naivety - challenging assumptions without experience in a category, 2) Build a Lighthouse Identity - having a clear point of view and standing out through consistency, 3) Become the Thought Leader - breaking conventions to set the agenda, 4) Create a Symbol of Re-evaluation - prompting consumers to rethink the category, 5) Sacrifice - focusing intensely on preferred audiences even if it means losing others, 6) Overcommit - exceeding expectations especially on what matters most, 7) Enter Popular Culture - engaging consumers through peer interactions, 8) Become
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Small brands should understand branding to strengthen their credibility and better understand larger brands' strengths and weaknesses. While large global brands spend heavily on advertising, branding is about the total customer experience, not just media. Small brands can compete by creating a compelling, consistent customer experience through personal service and flexibility that satisfies customer needs in a unique way, focusing on building their brand without worrying that branding requires large advertising budgets.
Brands are accused of manipulating consumers into uniformity and an unhealthy lifestyle. This view has been popularized by books arguing that companies now market aspirations and dreams rather than product features to drive brand value and profits. Historically, building a brand simply meant consistent quality and novelty, allowing premium prices, but brands are now hugely powerful. Consumers face overwhelming choices and are cynical after frequent advertising exposures. Marketers also bear blame for outdated practices that focus on products rather than customers, but future brands will need to represent social responsibility in addition to quality and desirability.
1) A product is something made by a company that can be purchased, while a brand is built on consumer perceptions and experiences with a company's products and services.
2) For a product to become a branded, a company needs to establish consistent branding through distinctive messaging, look, and delivery that becomes associated with the product in consumers' minds.
3) Strong brands create emotional loyalty that makes consumers insist on that particular brand instead of easily substituting a competitor's product.
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Industrial Tech SW: Category Renewal and CreationChristian Dahlen
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1. 1.
THE 22 IMMUTABLE LAWS OF BRANDING
The Law of Expansion : The power of brand is inversely proportional to
its scope.
The emphasis in most companies is on the short term. Line extension, mega
branding, variable pricing and a host of other sophisticated marketing techniques are
being used to milk brands rather than build them.
In 1988, for example, American Express had a handful of cards and 27 percent of
the market. Then it started to introduce a blizzard of new cards. The goal according
to the CEO, was to issue twelve to fifteen new cards a year. American Express
market share today : 18 percent.
Consumer wants brands that are narrow in scope and are distinguishable by a single
word, the shorter the better. If you want to build a powerful brand in the minds of
consumers, you need to contract your brand, not expand it.
The Law of Contraction : A brand becomes stronger, when you narrow
its focus.
Dominate the category and become powerful. What did Fred De Luca do? He
narrowed focus to one type of sandwich, the submarine sandwich. He called his
chain subway, a great name for a store that sold just submarine sandwiches.
Subway has become eighth largest fast food chain in the U.S.A.
Most retail category killers follow the same five – step pattern.
1. Narrow the focus.
2. Stock–in–depth.
3. Buy cheap.
4. Sell cheap.
5. Dominate the category.
When you dominate the category, you become extremely powerful. Microsoft has 90
percent of the worldwide market for desktop computer operating systems. Intel has
80 percent of the world wide market for micro processors. Coco – Cola has 70
percent of the worldwide market for Cola.
Good things happen when you narrow the focus.
2. 2.
The Law of Publicity : The birth of brand is achieved with publicity and
not advertising.
Today brands are born not made. A new brand must be capable of generating
favourable publicity in the media or it won’t have a chance in the market place. The
best way to generate publicity is by being first i.e. being the first brand in a new
category.
• Band – Aid, the first adhesive bandage.
• CNN, the first Cable News Network.
• Compaq, the first portable personal computer.
• Domino’s, the first home delivery pizza chain.
• Xerox, the first plain paper copier.
• Intel, the first micro processor.
• Jell - O, the first gelatin dessert.
All these brands were first in a new category and, in the process, generated
enormous amount of publicity.
The best way to make news is to announce a new category, not a new product.
Today brands are built with publicity and maintained with advertising.
The Law of Advertising : Once born, a brand needs advertising to stay
healthy.
Advertising budget is like a country’s defense budget. First publicity and then
advertising is the general rule. Leaders should look on their advertising budgets as
insurance that will protect them against losses caused by competitive attacks.
Leadership is the single most important motivating factor in customers behavior;
e.g. Coco – Cola, the real thing.
Goodyear # 1 in tyres.
The Law of the Word : A brand should strive to own a word in the mind
of the consumer.
If you want to build a brand, you must focus your branding efforts on owning a word
in the prospect’s mind. A word that nobody else owns.
Jell – O owns a gelatin dessert
Coco – Cola owns Cola.
Band – Aid owns adhesive bandage.
3. 3.
You know your brand owns the category name when people use your brand name
generically.
Make me a “xerox–copy”. Nor is it any secret how these brands managed to own the
category word. They were first, plain & simple.
The minute a brand begins to stand for something in the mind, a company usually
looks for ways to broader the base, to get into other markets, to capture other
attributes. This is a serious error and one of the most common mistakes in branding.
If you are not the first in the category, you can create a new category by simply
narrowing your focus. Mercedes found a powerful code word for prestige
“Engineered like no other car in the world”. By far the most successful brands are
those that kept a narrow focus and than expanded the category as opposed to those
brands that tried to expand their names into other categories.
Ask not what percentage of an existing market your brand can achieve, ask how
large a market your brand can create by narrowing its focus and owning a word in
the mind.
The Law of Credentials : The crucial ingredients in the success of any
brand is its claim to authenticity.
Leadership is the most direct way to establish the credentials of a brand. Coco –
Cola, Hertz, Heinz, Visa and Kodak all have credentials because they are widely
perceived to be leading brand in their categories.
Tastes great, saves money, whitens teeth, easy assembly, bigger, smaller, lighter,
faster, cheaper – use of such words lack credibility so they are ignored.
The Law of Quality : Quality is important but brands are not built by
quality alone.
- Does a Rolex keep better time than a Timex? Are you sure?
- Does a Mont – Blanc pen write better than a Cross? Are you sure?
If you want to build a powerful brand, you have to build a powerful perception of
quality in the mind.
Brand with the better name will come out on top. Omnibus brands are weak not
strong.
When you want to price your product at higher price, try to justify the higher price.
4. 4.
- Rolex made its watches bigger and heavier with a unique – looking wristband.
- Mont Blanc made its pen fatter.
But don’t count on quality alone to build a brand.
The Law of the Category : A leading brand should promote the category,
not the brand.
The most efficient, most productive, most useful aspect of branding is creating a new
category.
To build a brand in non – existing category, you have to do two things at once
- You should use one of these words to describe your brand.
- You have to promote the new category.
Customers don’t really care about new brands, they care about new categories.
They don’t care about Domino’s; they care about whether or not their pizza will arrive
in thirty minutes.
Leaders should continue to increase the size of the pie rather than their slice of the
pie.
The Law of the Name : In the long run a brand is nothing more than a
name.
Another important aspect of brand building is having a better name. All other factors
being equal, the brand with the better name will come out on top.
Every Asian company uses a mega brand, master brand or line extension strategy.
The one hundred American companies had profits on average 6.3% of sales. The
one hundred Japanese companies had profits on average of just 1.1% of sales.
Rampant line extensions are destroying brands. A company’s very existence
depends on building brands in mind.
The Law of Extensions : The easiest way to destroy the brand is to put
its name on everything.
One reason 90% of all new brands are line extensions is that management
measures results with the wrong end of the ruler. It measures results only the
success of extention. It never measures the erosion of the core brand.
5. 5.
When the low fat craze hit the cookie market, almost every brand rushed out with a
line – extended version of its regular cookie. Nabisco took a different approach.
Instead of launching a line extention, it launched a new brand called, Snack – Well’s.
Snack Well’s became the eighth – largest selling grocery item.
Many manufacturers are their most enemies. What are line extentions like light,
clean, healthy, and fat free actually telling you? That the regular products are not
goods for you.
If the market is moving out from you, you stay where you are and launch a second
brand. If it’s not, stay where you are and continue building your brand.
The Law of Fellowship : In order to build the category, a brand should
welcome other brands.
Not only should the dominant brand tolerate competitors, it should welcome them.
The best thing that happened to Coco – Cola was Pepsi – Cola. The competition
between Coke & Pepsi makes consumers more Cola conscious. Per capita
consumption goes up.
It makes sense for similar business to be located close together. First, a group of
similar business attracts more customers to an area. Second, customers can easily
compare shop among stores. Third, having competition nearby allows companies to
keep an eye on each other.
The best location for a Burger King franchise is often across the street from a
Mc.Donald’s restaurant.
One should welcome healthy competition. It often brings more customers into the
category. Research indicates that a dominant brand can achieve upper limit of 50%
of market share. For market share higher than 50 percent one need to consider
launching multiple brands. Not just line extention but separate individual brands.
The Law of the Generic : One of the fastest routes to failure is giving a
brand a generic name.
Majority of brand communication takes place verbally not visually. The average
person spends nine times as much time listening to radio & television than he or she
does reading magazines and newspapers. The printed word is secondary to the
sound that it generates in the reader’s mind. So how can a reader differentiate the
word “general” from the word “General” with great difficulty.
What you should generally do is to find a regular word taken out of context and used
to connote the primary attribute of your brand.
6. 6.
- Budget is a powerful brand name for a car rental service. Low-cost car Rental
is not a good brand name.
- Toyota took the word “luxury”, tweaked a few letters and came up with Lexus,
a superb brand name for a Japanese Luxury car.
- The double - entendre is particularly powerful. “Buy your office staples from
Staples.
- Intelligent Chip Company is a lousy brand name, but Intel Corp. is terrific.
The mind does not deal in letters. It deal in sounds. You can capitalize all your want,
but a generic word is generic word in mind, no matter how you spell it.
The Law of the Company : Brand are brands. Companies are companies.
There is a difference.
Brand names should almost always take precedence over company name.
Consumers buy brands and not companies. Unless there are compelling reasons to
do otherwise, the best branding strategy should be to use the company name as the
brand name.
Let’s explore what happens when you use both the company name and the brand
name on the package. Lets look at Microsoft’s Excel. The “Microsoft” part of the
name is redundant. When customers feel they have to use both your company name
and your brand name together, you usually have a branding problem. Take the Sony
Trinitron. Is trinitron a type of Cathode-ray tube or is trinitron a brand name for a
television set? Customer’s aren’t sure, so they ask for a Sony Trinitron. As far as the
customer is concerned, the easiest, simplest way is Procter & Gamble way. Use just
the brand name boldly on the package & relegate “ The Procter & Gamble Company”
to tiny type at the bottom. That’s how the company name is handled on Bold, Cheer,
Ivory, Tide, etc.
Look what happened at Gillette. Both the Trac II & the Atra razors were introduced
with a small “Gillette” above the brand names. Then along came sensor & the
company decided to set the name “Gillette” in the same size as “Sensor”. Not a good
idea. With the Mach 3, Gillette has returned to basics. The Mach 3 dominates.
If you have to use the company name, use it. But do so in a decidedly secondary
way.
7. 7.
The Law of Sub brands : What branding build’s, sub branding can
destroy.
Law of Siblings : There is a time & place to launch a second
brand.
A second brand strategy is not for every company. If handled incorrectly, the second
brand can dilute the power of the first brand. Yet in some situations, a family of
brands can be developed that will ensure a company’s control of a market for many
decades to come.
Take the Wm. Wrigley Jr. Company. For more than a hundred years, Wrigley has
dominated the chewing gum market. But not with one brand. Wrigley has a family of
brands.
• Big Red (a cinnamon-flavored brand)
• Doublemint (a peppermint-flavored brand).
• Extra (a sugar-free brand).
• Freedent (a stick-free brand).
• Juicy Fruit (a fruit-flavored brand).
• Spearmint (a spearmint-flavored brand).
• Winterfresh (a breath-freshener brand).
Like Wrigley, Time Inc the world’s largest – magazine publisher has Seven
Publishing Powerhouse.
1. Time.
2. Fortune. (Not Time for Business.)
3. Life.(Not Time for Pictures.)
4. Sports Illustrated.(Not Time for Sports.)
5. Money. (Not Time for Finances.)
6. People. (Not Time for Celebrities.)
7. Entertainment Weekly. (Not Time for Entertainment.)
Wm. Wrigley Jr. Company does not have seven Separate manufacturing plants or
Seven separate sales organisation. It has seven brands and one company; one sale
force; one marketing organisation.
Corporate Management should keep the following principle in mind when selecting a
sibling strategy for its stable of brands.
8. 8.
1. Focus on in common product area.
2. Select a single attribute to segment e.g. price
3. Set up a rigid distinctions among brands again say price.
4. Create different & not similar brands.
5. Launch a new sibling only when you can create a new category e.g. sea food
rest, Italian rest.
6. Keep control of the sibling family at the highest level.
The Law of Shape : A brands’ logo type should be designed to fit
the eyes. Both eyes.
The ideal shape for a logotype is horizontal. Roughly two and one - fourth units wide
& one unit high. This is true wherever, the logo type is used : On buildings,
brochures letterheads, advertisements or calling cards. Legibility is the most
important consideration in selecting a typeface used in a logotype. Sans Serif
typefaces look modern, Serif typefaces look old-fashioned. Bold typefaces look
masculine, light typefaces look feminine.
The other component of the logotype, the trademark, or visual symbol, is also over
rated. It’s the Nike name that gives meaning to the smoosh symbol. After a symbol
has been associated with a name for a long period of time, the symbol can represent
the name, through a kind of “rebus” effect. But it’s still other name that carries the
brand’s power.
There are only in handful of simple symbols that make effective trademarks. The
Mercedes three-pointed star is one of them. As this late date, if history hasn’t willed
you one of these simple symbols, it’s probably too late to create one on your own
The Law of Colour : A brand should use a colour that is the
opposite of its major competitor’s.
Another way to make a brand distinctive is with colour. There are thousands of
words to choose from in order to create a unique name, but only a handful of
colours.
Basically there are five colours (red, orange, yellow, green and blue) plus the neutral
colours (black, white and gray). It is best to stick to one of these five primary colours
rather than an intermediate or mixed colour.
Red is the color of energy and excitement, red is retail colour used to attract
attention.
Blue is opposite of red. Blue is peaceful and tranquil. Blue is a corporate colour used
to communicate stability.
9. 9.
Orange is more like red than blue, green is more like blue than red.
Green is colour of the environment and health.
White is colour of purity.
Black is colour of luxury.
Leaders have first choice. Normally, the best colour to select is the one that is most
symbolic of the category.
Coco-Cola is red, whereas Pepsi – Cola after fifty years has gone blue recently.
Kodak is yellow, so Fuji is green.
What Big Blue did for IBM, a big colour can do for your brand.
The Law of Borders : There are no barriers to global branding. A
brand should know no borders.
In fact, the perfect solution to increase the brands market and need to grow is to take
brand global rather than expanding the line.
Heineken NV is a leading brewery in Netherland, a small country with a population of
only 15 million. Yet Heineken NV has become the second largest brewery in the
world by going global.
With some 70 percent of its sales and 80 percent of its profit outside the United
States, Coco – Cola insists that it is a global brand, not an American brand.
English has become the second language of the world. If you are going to develop a
brand name for use on the world wide market, the name had better work in English.
The Law of Consistency : A brand is not built over night. Success is
measured in decades, not years.
Once a brand occupies a position in the mind, the manufacturers often thinks of
reasons to change. Markets may change but brands shouldn’t.
Mc.Donald’s has been kid – oriented family hamburger place for decades. “Why
should we limit ourselves to kid oriented products? Why not introduce an adult
hamburger to compete with burger king and Wendy’s?” So the Arch Deluxe was
born. One hundred fifty million dollars worth of advertising. Later, the Arch Deluxe is
declared a disaster. And Mc. Donald’s quietly decides to drop it from the market. It is
always the product that is declared a failure, never the branding concept.
10. 10.
Mc.Donald’s is a kid oriented, family restaurant. In such a setting, an adult
hamburger might taste good in the mouth, but is not going to taste good in the mind.
Limitation combined with consistency (over decades, not years) is what builds a
brand.
The Law of Change : Brands can be changed, but only infrequently
and only very carefully.
There are always exceptions to every rule. And the law of change is the biggest
exception to the laws of branding. Brand changing does not occur inside a company.
You have to keep your sights on your target, the consumer’s mind.
There are three situations where changing your brand is feasible.
- Your brand is weak or non-existent in the mind.
- You want to move your brand down the food chain. If you are permanently
lowering the price of your brands you can often move it down the price ladder
without hurting the brand.
- Your brand is in a slow – moving field and the change is going to take place
over an extended period of time.
Twenty five years ago. Citicorp was 80 percent corporate and 20 percent consumer.
Today the numbers are almost reversed. Citicorp is 30 percent corporate and 70
percent consumer. Citicorp is successfully moving its Citibank brand from corporate
to consumer business. But the key concept to keep in mind is that little change has
actually occurred in the mind of the banking prospect. Instead of “changing” minds,
Citicorp has allowed enough time to pass that the natural process of “Forgetting”
takes place.
If you want to change your brand, first look into the mind. Where are you? If you are
not in the mind, fine change away. But if you are in the mind and if you have a
unique and distinct perception, then change your brand at your own risk. It’s going to
be a long, difficult, expensive and perhaps impossible process.
The Law of Mortality : No brand will live forever. Euthanasia is often
the best solution.
While the laws of branding are immutable, brands themselves are not. They are
born, grow up, mature and eventually will die.
Opportunities for new brands are constantly being created by the invention of new
categories. The rise of the personal computer created opportunities for Compaq,
Dell, Gateway, Packard Bell and other brands.
11. 11.
Companies make serious errors of judgement when they fight what should be a
natural process. Yet the nursing home for dying brands does a booming business
with millions in advertising and promotional dollars being spent to keep terminally ill
brands on life – support systems.
The Law of Singularity : The most important aspect of a brand is its
single – mindedness.
Loss of singularity weakens a brand. It is this singularity that helps a brand perform
its most important function in society.
- Instead of an expensive Swiss watch, you can ask for a Rolex.
- Instead of a safe car you can ask for a Volvo.
What’s a brand? A singular idea or concept that you own inside the mind of the
prospect. It’s as simple and as difficult as that.