The 22 Immutable Laws of Branding

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

World renowned marketing guru Al Ries and his daughter and business partner Laura Ries examine brand-blazing strategies from the world's best, including Coca-Cola, Xerox, BMW, Federal Express and Starbucks, to provide you with the expert insight you need to build world-class brand.

"The D2 Immutable Laws of Branding will enlighten many, and it attacks the jargon of the marketing professional with common sense. INDEPENDENT

Authors: Al Reis, Laura Reis