By Al Ries, Laura Ries
This advertising vintage has been extended to incorporate new remark, new illustrations, and an advantage publication: The eleven Immutable legislation of net Branding
Smart and obtainable, The 22 Immutable legislation of Branding is the definitive textual content on branding, pairing anecdotes approximately the very best manufacturers on this planet, like Rolex, Volvo, and Heineken, with the signature savvy of promoting specialists Al and Laura Ries. Combining The 22 Immutable legislation of Branding and The eleven Immutable legislation of web Branding, this publication publicizes that the one technique to stand out in today's industry is to construct your services or products right into a model; and it presents the step by step directions you want to achieve this.
[u]The 22 Immutable legislation of Branding [/i]also tackles the most demanding advertising difficulties this present day: branding on the net. The Rieses disclose the debatable and counterintuitive techniques and secrets and techniques that either small and massive businesses have used to set up web manufacturers. The 22 Immutable legislation of Branding is the basic primer on construction a category-dominating, world-class model.
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Additional info for The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
Which brands of any products are no good? Sure, some people will dump on some brands. ” But these opinions are seldom universal. The no-good product is the red herring of marketing. It is constantly being used to justify the no-brand strategies of most companies. We don’t mean literally a no-brand strategy. A company might own brands that might be called brands from a legal point of view in the sense that their names are registered trademarks. But the company’s strategies are based on building the better product or service, and the brand names it uses to accompany these products have little power in the prospect’s mind.
Not anymore. Today brands are built with publicity and maintained with advertising. The cart is now driving the horse. So why hasn’t the ascendancy of PR made news in the media? Why are public relations departments in most companies still subservient to advertising departments? Why are nine of the top ten public relations firms still owned by advertising agencies instead of vice versa? Why have the media ignored the biggest news story in marketing? It’s the grass phenomenon. Nobody ever notices the grass growing or pays attention to a trend that is slow in developing.
You might also associate attributes like expensive, German, well engineered, and reliable with the brand, but the core differentiation is prestige. Lamborghinis are expensive, Audis are German, Hondas are well engineered, and Toyotas are reliable, but none of these brands conveys the prestige of a Mercedes. 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. What prestige is to Mercedes, safety is to Volvo. Volvo owns the word “safety” in the mind of the automobile buyer.
The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand by Al Ries, Laura Ries