Ries Al, Ries Laura, The 22 Immutable Laws of Branding, Symphonya. Emerging Keywords: Brand; Brand Management; Global Branding; Laws of Branding;. The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand eBook: Al Ries, Laura Ries: site Store. The Immutable Laws of Marketing. Violate Them at Your Own Risk. Al Ries and Jack Trout immutable laws knock you flat if you don't know what they are.

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Since we wrote The 22 Immutable Laws of Branding, the Internet has arrived About the Author Al Ries is one of the world's best-known marketing strategists. Editorial Reviews. Review. As it becomes increasingly associated with impressive And for good reason, contend well-known strategist Al Ries and his daughter Laura Ries in The 22 Immutable Laws of Branding: How to Build a. On Becoming Baby file:///F|/Business/Marketing/22 Immutable Laws Of Marketing. html.

Every small town in America has a coffee shop. So, what can you find in a coffee shop? Breakfast, Lunch, Dinner. Pancakes, Muffins, Hot Dogs, Hamburgers, sandwiches, pie, ice cream, and, of course, coffee.

What did Howard Schultz do? In an incredible burst of business creativity, he opened a coffee shop that specialized in, of all things, coffee: Starbucks. The law of publicity — The birth of a brand is achieved with publicity, not advertising. With virtually no advertising, but with massive amounts of publicity, the Body Shop has become a powerful global brand.

22 Immutable Laws of Branding

The law of advertising — Once born, a brand needs advertising to stay healthy. So who makes the best tires? The law of the word — A brand should strive to own a word in the mind of the consumer.

FedEx has become synonymous with overnight delivery. The law of credentials — The crucial ingredient in the success of any brand is its claim to authenticity. Most people prefer to wait for a table at a restaurant that is crowded, rather than eat in an empty one.

If this place were really good goes the thinking , there would be a line out the door. The law of quality — Quality is important, but brands are not built by quality alone. Rolex has become the best-known and best-selling brand of expensive watch.

Does quality have anything to do with it? Probably not. Does Rolex make high quality watches? Does it matter? Does a Rolex keep better time than a Timex? Are you sure? Does Mercedes have fewer mechanical problems than a Cadillac? Does Hertz have better service than Alamo? Does Coca-Cola taste better than Pepsi? Most people think so because Coke outsells Pepsi. Yet in taste tests most people prefer the taste of Pepsi. To build a quality brand you need to narrow the focus and combine that narrow focus with a better name and a higher price.

The law of the category — A leading brand should promote the category, not the brand.

Invariably, you should use one of these words to describe your brands. What was the market for in-line skates before Rollerblade?

The law of the name — In the long run a brand is nothing more than a name. Yet when Xerox tried to put its powerful copier name on computers, the result was billions in losses. The law of extensions — The easiest way to destroy a brand is to put its name on everything. Then Miller introduced a bevy of line-extension brands that stopped Miller High Life cold. Which is the major reason that stores are choked with brands 1, shampoos, cereals, soft drinks.

Scanner data indicates that many of those line extensions at least in supermarkets sit on the shelf and gather dust. Research from Kroger supermarkets in Columbus, Ohio, found that of the average 23, items in the store, 6, sold in a day, 13, sold in a month, and 17, sold in a month, leaving 5, that sold nothing in an entire month.

The 22 Immutable Laws of Branding

If the market is moving out from under you, stay where you are and launch a second brand. If its not, stay where you are and continue to build your brand. The law of fellowship — In order to build the category, a brand should welcome other brands. One of the best locations to for a number-two is right across the street from the leader. Both brands will benefit. The law of the generic — One of the fastest routes to failure is giving your brand a generic name.

Being first in the marketplace is important only to the extent that it allows you to get in the mind first.


The single most wasteful thing you can do in marketing is trying to change a mind. If you want to make a big impression on another person, you cannot worm your way into their mind and then slowly build up a favorable opinion over a period of time.

You have to blast your way into the mind. All that exists in the world of marketing are perceptions in the minds of the customer or prospect. The perception is reality.

Everything else is an illusion. Only by studying how perceptions are formed in the mind and focusing your marketing programs on those perceptions can you overcome your basically incorrect marketing instincts. What makes the battle even more difficult is that customers frequently make downloading decisions based on second-hand perceptions.

A company can become incredibly successful if it can find a way to own a word in the mind of the prospect.

Not a complicated word. Not an invented one. The simple words are best, words taken right out of the dictionary.

The leader owns the word that stands for the category.

You can test the validity of a leadership claim by a word association test. No one else can have a lock on it. The most effective words are simple and benefit orientated. Words come in different varieties.

They can be benefit related captivity prevention , service related home delivery , audience related younger people , or sales related preferred brand.

There comes a time when a company must change words. When you develop your word to focus on, be prepared to fend off the lawyers. Once you have your word, you have to go out of your way to protect it in the marketplace. All products are not created equal. For each category, there is a product ladder in the mind.

On each rung is a brand name. Your marketing strategy should depend on how soon you got into the mind and consequently which rung of the ladder you occupy. The higher the better, of course. The mind is selective. Prospects use their ladders in deciding which information to accept and which information to reject.

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In general, a mind accepts only new data that is consistent with its product ladder in that category. Everything else is ignored. Products that are downloadd infrequently and involve an unpleasant experience usually have very few rungs on their ladders.

The ultimate product that involves the least amount of pleasure and it downloadd once in a lifetime has no rungs on its ladder. You tend to have twice the market share of the brand below you and half the market share of the brand above you.

Sometimes your own ladder, or category, is too small. It might be better to be a small fish in a big pond than to be a big fish in a small pond.

Early on, a new category is a ladder of many rungs. Gradually, the ladder becomes a two-rung affair. When you take the long view of marketing, you find the battle usually winds up as a titanic struggle between two major players—usually the old reliable brand and the new upstart. In a maturing industry, third place is a difficult position to be in.

Knowing that marketing is a two-horse race, in the long run, can help you plan strategy in the short-term. You must discover the essence of the leader and then present the prospect with the opposite. By positioning yourself against the leader, you take business away from all the other alternatives to No.

You must present yourself as the alternative. As a product gets old, it often accrues some negative damage. Marketing is often a balance for legitimacy. The first brand that captures the concept is often able to portray its competitors as illegitimate pretenders.

A good No. When you give up focusing on No.

Chapter The Law of Diversion Summary: Over time, a category will divide and become two or more categories. A category starts off as a single entity. But over time, the category breaks up into other segments. Companies make mistakes when they try to take a well-known brand name in one category and use the same brand name in another category. What keeps leaders from launching a different brand to cover a new category is the fear of what will happen to their existing brands.

Timing is important. You can be too early to exploit a new category. Chapter The Law of Perspective Summary: Marketing effects take place over an extended period of time.

The law of line extension is the most violated law. When you try to be all things to all people, you inevitably wind up in trouble. Line extension involves taking the brand name of a successful product and putting it on a new product you plan to introduce.

In the long run and in the presence of serious competition, line extension almost never works. Invariably, the leader in any category is the brand that is not line extended.Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today's marketplace is to build your product or service into a brand; and it provides the step-by-step instructions you need to do so.

When you try to be all things to all people, you inevitably wind up in trouble. What was the market for in-line skates before Rollerblade? There comes a time when a company must change words. An interesting example is when Ken Olsen, a successful executive at DEC, was introduced to personal computing.

Business Nonfiction This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries.

The mind is selective.