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The 22 Immutable Laws of Branding
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Everyone knows that building your product or service into a bonafide brand is the only way to stand out in today's insanely crowded marketplace. the only question is, how do you do it?
this is the definitive text on branding, distilling the complex theories and principles behind this key marketing term into twenty-two easy-to-read vignettes, including:
the law of contraction
a brand becomes stronger when you narrow its focus
the law of the word
a brand should strive to own a word in the mind of the consumer
the law of fellowship
in order to build the category, a brand should welcome other brands
by al ries and laura ries
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