The 22 immutable laws of branding

Many of these laws fly in the face of corporate culture. Benchmarking and beating the competition on price, service and features is a traditional focus and it's deeply ingrained. But violating the Immutable Laws of Marketing and Branding will run the risk of failure as illustrated in various video examples ( see right side menu »» ).

• The Law of Expansion
  The power of the brand is inversely proportional to its scope
• The Law of Contraction
  A brand becomes stronger when you narrow its focus
• The Law of Publicity
  The birth of a brand is achieved with publicity, not advertising
• The Law of Advertising
  Once born, a brand needs advertising to stay healthy
• The Law of the Word
  A brand should strive to own a word in the mind of the consumer
• The Law of Credential
  The crucial ingredient in the success of any brand is its claim to authenticity
• The Law of Quality
  Quality is important, but brands are not built by quality alone
• The Law of the Category
  A leading brand should promote the category, but not the brand
• The Law of the Name
  In the long run a brand is nothing more than a name
• The Law of Extensions
  The easiest way to destroy a brand is to put its name on everything
• The Law of Fellowship
  In order to build the category, a brand should welcome other brands
• The Law of the Generic
  One of the fastest routes to failure is giving a brand a generic name
• The Law of the Company
  Brands are brands. Companies are companies. There is a difference
• The Law of Sub-brands
  What branding builds, sub-branding can destroy
• The Law of Siblings
  There is a time and place to launch a second brand
• The Law of Shape
  A brand's logo should be designed to fit the eyes. Both eyes.
• The Law of Colour
  A brand should use a colour that is the opposite of its major competitors
• The Law of Borders
  There are no barriers to global branding. A brand should know no borders
• The Law of Consistency
  A brand is not built overnight. Success is measured in decades, not years
• The Law of Change
  Brands can be changed, but only infrequently and only very carefully
• The Law of Mortality
  No brand will live forever. Euthanasia is often the best solution
• The Law of Singularity
  The most important aspect of a brand is its single-mindedness

World renowned marketing specialist Al Ries' short video gives an interesting perspective on costly errors from ill-prepared changes : Al Ries'short video talk »»

Further reference : The 22 Immutable Laws of Marketing »»

We put perceptive and practical marketing objectives in place for growing companies including technology and IT. Achieving financial goals and isolation of critical, but viable, resource requirements are part of the planning process.

Please call us for a no obligation exploratory discussion

Business Development | Marketing | Management Consultants