A word that nobody else owns." (p.39) Examples they give include: Mercedes = prestige Volvo = safety Kleenex = tissue Xerox = copier FedEx = overnight. 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. The law of advertising: once born, a brand needs advertising to stay healthy.The law of publicity: the birth of a brand is achieved with promotion, not advertising Ries and Ries maintain that advertising is best used to maintain a brand, but that it is challenging and expensive to launch a new brand through advertising alone they best way, they say, is to be first in a new product or service category, and reap the attendant publicity.The law of contraction: a brand becomes more potent when you narrow its focus.Customers want brands that are narrow in scope and are distinguishable by a single word, the shorter, the better." The law of expansion: the power of a brand is inversely proportional to its scope "Marketers constantly run branding programs that conflict with how people want to perceive their brands.The 22 Laws of Branding Written by Al and Laura Ries
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