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The 22 Immutable Laws Of Branding
作者:william 日期:2009-05-03
1. The Law of Expansion
The power of a brand is inversely proportional to its scope.
2. The Law of Contraction
A brand becomes stronger when you narrow its focus.
3. The Law of Publicity
The birth of a brand is achieved with publicity, not advertising.
4. The Law of Advertising
Once born, a brand needs advertising to stay healthy.
5. The Law of The Word
A brand should strive to own a word in the mind of the consumer.
6. The Law of Credentials
The crucial ingredient in the success of any brand is its claim to authenticity.
7. The Law of Quality
Quality is important, but brands are not built by quality alone.
8. The Law of the Category
A leading brand should promote the category, not the brand.
9. The Law of the Name
In the long run a brand is nothing more than a name.
10. The Law of Extensions
The easiest way to destroy a brand is to put its name on everything.
11. The Law of Fellowship
In order to build the category, a brand should welcome other brands.
12. The Law of the Generic
One of the fastest routes to failure is giving a brand a generic name.
13. The Law of the Company
Brands are brands. Companies are companies. There is a difference.
14. The Law of Subbrands
What branding builds, subbranding can destroy.
15. The Law of Siblings
There is a time and a place to launch a second brand.
16. The Law of Shape
A brand’s logotype should be designed to fit the eyes. Both eyes.
17. The Law of Color
A brand should use a color that is the opposite of its major competitor’s.
18. The Law of Borders
There are no barriers to global branding. A brand should know no borders.
19. The Law of Consistency
A brand is not built overnight. Success is measured in decades, not years.
20. The Law of Change
Brands can be changed, but only infrequently and only very carefully.
21. The Law of Mortality
No brand will live forever. Euthanasia is often the best solution.
22. The Law of Singularity
The most important aspect of a brand is its single-mindedness.
The power of a brand is inversely proportional to its scope.
2. The Law of Contraction
A brand becomes stronger when you narrow its focus.
3. The Law of Publicity
The birth of a brand is achieved with publicity, not advertising.
4. The Law of Advertising
Once born, a brand needs advertising to stay healthy.
5. The Law of The Word
A brand should strive to own a word in the mind of the consumer.
6. The Law of Credentials
The crucial ingredient in the success of any brand is its claim to authenticity.
7. The Law of Quality
Quality is important, but brands are not built by quality alone.
8. The Law of the Category
A leading brand should promote the category, not the brand.
9. The Law of the Name
In the long run a brand is nothing more than a name.
10. The Law of Extensions
The easiest way to destroy a brand is to put its name on everything.
11. The Law of Fellowship
In order to build the category, a brand should welcome other brands.
12. The Law of the Generic
One of the fastest routes to failure is giving a brand a generic name.
13. The Law of the Company
Brands are brands. Companies are companies. There is a difference.
14. The Law of Subbrands
What branding builds, subbranding can destroy.
15. The Law of Siblings
There is a time and a place to launch a second brand.
16. The Law of Shape
A brand’s logotype should be designed to fit the eyes. Both eyes.
17. The Law of Color
A brand should use a color that is the opposite of its major competitor’s.
18. The Law of Borders
There are no barriers to global branding. A brand should know no borders.
19. The Law of Consistency
A brand is not built overnight. Success is measured in decades, not years.
20. The Law of Change
Brands can be changed, but only infrequently and only very carefully.
21. The Law of Mortality
No brand will live forever. Euthanasia is often the best solution.
22. The Law of Singularity
The most important aspect of a brand is its single-mindedness.
[本日志由 william 于 2009-05-03 10:50 PM 编辑]
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