Published on March 3, 2009
10 Lessons in Branding
From the book “The 22 Immutable Laws of Brand ing” By Al Ries & Laura Ries
We are moving from ‘Selling’ (Push) to ‘Buying’ (Pull) The times are changing…
Brand ing is the only way to survive in this ‘Buyers age’ 1
Brand leader should promote the category. Not itself. 2 Same % market share of a larger pie is better!
PR (free publicity) builds your brand Advertising maintains it 3
Your brand should own a word in the minds of the prospect A word owned by no other brand 4
When you put the name everywhere… Your brand loses its power 5 Narrow your focus
Encourage competition Two brands create more noise than one alone can 6
Horizontal logo is friendlier to human eyes 9 : 4 7
Your logo color should stand out 8
Brand name matters more than Company name 9 Consumers buy brand s
A brand need not live for ever 10 Practice Euthanasia Let them die
Brand: noun; a proper noun that can be used in place of a common word “ ”
Created by www.allaboutpresentations.com Note: The logos belong to the respective companies. They have only been used to explain a point. They will be removed if the logo owners have any objection. Image credits: www.freerangestock.com , www.freedigitalphotos.net & www.addletters.com
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