While the laws of branding are immutable, brands themselves are not. The Law of Mortality: No brand will live forever. Remember, changing your brand is a long and difficult process. There are three situations where changing your brand is feasible: When your brand is weak or non-existent in the mind, when you want to move your brand down the food chain to a lower price and perception point, or when your brand is in a slow-moving field and the change is going to take place over an extended period of time. Nothing is absolute and there are exceptions to every rule. The Law of Change: Brands can be changed, but only infrequently and only very carefully. Success is measured in decades, not years.This is the law which is violated most frequently.Ģ0. The Law of Consistency: A brand is not built overnight. A brand should have a consistent message globally, but must take into account the perceptions of its country of origin.ġ9. The perfect solution to growth in a competitive market is not line extensions, but building a global brand. The Law of Borders: There are no barriers to global branding. Color consistency over the long term can help a brand burn its way into the mind.ġ8. The Law of Color: A brand should use a color that is the opposite of its major competitor. The ideal shape is 2 1 /4 units wide by 1 unit high.ġ7. For maximum visual impact, a logotype should have a horizontal shape. A customer sees the world through two horizontal-ly mounted eyes peering out of the head. The Law of Shape: A brand’s logotype should be designed to fit the eyes. A second brand can be launched to focus on a new subcategory within the same product family.ġ6. The Law of Siblings: There is a time and place to launch a second brand. Subbranding erodes the power of the core brand.ġ5. The Law of Subbrands: What branding builds, subbranding can destroy. Customer’s think of brands, not companies.ġ4. The Law of the Company: Brands are brands. The problem with a generic brand name is its inability to differentiate the brand from the competition.ġ3. The Law of the Generic: One of the fastest routes to failure is giving a brand a generic name. Healthy competition helps to build the category.ġ2. The Law of Fellowship: In order to build the category, a brand should welcome other brands. Line extensions destroy brand value by weakening the brand.ġ1. More than 90% of all new product introductions in the U.S. The Law of Extensions: The easiest way to destroy a brand is to put its name on everything. In the short term, a brand needs a unique idea or concept to survive.ġ0. The Law of the Name: In the long run, a brand is nothing more than a name. The most efficient, most productive, most useful aspect of branding is creating a new category.ĩ. The Law of the Category: A leading brand should promote the category, not the brand. Does a Rolex keep better time than a Timex?Ĩ. The Law of Quality: Quality is important, but brands are not built by quality alone. Coke is the real thing in the minds of many, even though the last 'real thing' advertisement ran almost thirty years ago.ħ. The Law of Credentials: The crucial ingredient in the success of any brand is its claim to authenticity. If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind.Ħ. The Law of the Word: A brand should strive to own a word in the mind of the consumer. Sooner or later, a brand leader has to shift its branding strategy from publicity to advertising.ĥ. The Law of Advertising: Once born, a brand needs advertising to stay healthy. A new brand must be capable of generating favorable public-ity in the media or it won’t have a chance in the marketplace.Ĥ. The Law of Publicity: The birth of a brand is achieved with publicity, not advertising. By narrowing the focus to a single category, a brand can achieve extraordinary success.ģ. The Law of Contraction: A brand becomes stronger when you narrow its focus.
Trying to be all things to all people undermines the power of the brand.Ģ. The Law of Expansion: The power of a brand is inversely proportional to its scope. Laura and Al Ries wrote The 22 Immutable Laws of Branding in 2002.
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