The 22 Immutable Laws of Branding: How to Build a Product or by Al Ries, Laura Ries

By Al Ries, Laura Ries

This advertising vintage has been accelerated to incorporate new remark, new illustrations, and an advantage booklet: The eleven Immutable legislation of net Branding

Smart and available, The 22 Immutable legislation of Branding is the definitive textual content on branding, pairing anecdotes approximately the very best manufacturers on the earth, like Rolex, Volvo, and Heineken, with the signature savvy of promoting authorities Al and Laura Ries. Combining The 22 Immutable legislation of Branding and The eleven Immutable legislation of net Branding, this e-book pronounces that the one technique to stand out in today's industry is to construct your services or products right into a model; and it offers the step by step directions you want to achieve this.

[u]The 22 Immutable legislation of Branding [/i]also tackles some of the most difficult advertising difficulties this present day: branding on the net. The Rieses disclose the arguable and counterintuitive recommendations and secrets and techniques that either small and big businesses have used to set up net manufacturers. The 22 Immutable legislation of Branding is the fundamental primer on construction a category-dominating, world-class model.

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Early on, Datastream found itself with 32 percent of the market. Granted the market was small. Very, very small. No matter. ” This same leadership theme was 31 Laws1_001-110/repro 32 8/5/02 11:11 AM Page 32 T H E 2 2 I M M U TA B L E L AW S O F B R A N D I N G used in all of Datastream’s literature. Today, the market has exploded and Datastream still dominates the category. It truly is the leader in maintenance software. Conventional thinking would have it otherwise. “The market is small. Nobody cares that we’re the leader.

Xerox was the first plain-paper copier. This unique idea built the powerful Xerox brand in the mind. But today all copiers are plain-paper copiers. The difference between brands is not in the products, but in the product names. Or rather the perception of the names. In the beginning it was easy to sell a Xerox 914 copier. All you had to do was show the difference between a Xerox copy and an ordinary copy. The Xerox copy was cleaner, sharper, and easier to read. The paper lay flat, felt better, and was much easier to handle and sort.

Reality, of course, rests in a visual world of shapes, colors, textures, and 25 Laws1_001-110/repro 26 8/5/02 11:11 AM Page 26 T H E 2 2 I M M U TA B L E L AW S O F B R A N D I N G dimensions. But reality has no meaning without the context provided by the human mind. The mind gives meaning to visual reality by using words. Only when the mind thinks that an object is large or small, beautiful or ugly, dark or light, does that meaning arise. The same is true of the product or service you are selling.

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