If this place were really good (goes the thinking), there would be a line out the door. Most people prefer to wait for a table at a restaurant that is crowded, rather than eat in an empty one. It’s the real thing.” In 1970 it reprised the “real thing” slogan for about a year. In 1942, Coca-Cola launched an advertising program called “The only thing like Coca-Cola is Coca-Cola itself. The law of credentials – The crucial ingredient in the success of any brand is its claim to authenticity. Even better is for you product to own the category word: Kleenex, Xerox, Jell-O, Band-Aid, etc. FedEx has become synonymous with overnight delivery. Federal express became successful by being the first air cargo carrier to narrow its focus to overnight delivery, thereby owning the word “overnight” in the mind of the air cargo user. The law of the word – A brand should strive to own a word in the mind of the consumer. Advertising may not pay for itself, but if you’re the leader, advertising will make you competitor pay through the nose for competing with you. So who makes the best tires? “It must be Goodyear,” thinks the consumer. A consistent theme of Goodyear advertising over the years has been “#1 in tires”. The law of advertising – Once born, a brand needs advertising to stay healthy. With virtually no advertising, but with massive amounts of publicity, the Body Shop has become a powerful global brand. Anita Roddick created the Body Shop in 1976 around the concept of “natural” cosmetics, made of pure ingredients, not tested on animals, and kind to both the environment and the people indigenous to the communities in which the products originated. The law of publicity – The birth of a brand is achieved with publicity, not advertising. 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. Pancakes, Muffins, Hot Dogs, Hamburgers, sandwiches, pie, ice cream, and, of course, coffee. So, what can you find in a coffee shop? Breakfast, Lunch, Dinner. Every small town in America has a coffee shop. The law of contraction – A brand becomes stronger when you narrow its focus. Expanding your brand will diminish your power and weaken your image. The law of expansion – The power of the brand is inversely proportional to its scope. The 22 Immutable Laws of Branding How to build a Product or Service into a World-Class Brand By: Al Ries and Laura Ries Summary by Jon Strande (EMAIL: BLOG: Business Evolutionist) 1.
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