The 22 Immutable Laws of Branding

1. The Law of Expansion: The power of a brand is inversely proportional to its scope. Trying to be all things to all people undermines the power of the brand. The strength of brands lies in becoming synony-mous with a single category. Brands that spread themselves across categories lose brand focus, identity, and ultimately market share.

2. The Law of Contraction: A brand becomes stronger when you narrow its focus. By narrowing the focus to a single category, a brand can achieve extraordinary success. Starbucks, Subway and Dominos Pizza became category killers when they narrowed their focus.

3. The Law of Publicity: The birth of a brand is achieved with publicity, not advertising. A new brand must be capable of generating favorable public-ity in the media or it won’t have a chance in the marketplace. Anita Roddick built the Body Shop into a global brand with no advertising, but with massive amounts of publicity. On the other hand, Miller Brewing spent $50 million in advertising to launch a brand called Miller Regular. The brand generated no publicity and very little sales. (more…)

A cool table viewed on the Kolbrenerusa.com

Brands that achieve the status of icons succeed because they forge a deep connection with the culture. In essence, they compete for culture share. The strategic focus is on what the brand stands for, and not how the brand performs. Icons are valued because, through them, people get to experience powerful myths. (more…)

A new brand world

#1 All aboard the brandwagon
Relying on brand awareness has become marketing fool’s gold

A brand is the result of a synaptic process in the brain. (more…)

What needs a logo?

• Cultural relevance: “Brands do not belong to corporations but people”
• Points of contact with people: “Brands communicate differently, different times and point of contacts with people”
• Connection & Dialogue: “Brands are connected to people and listening”
• Social Impact: “Role of the brand as part of the economic and social fabric”

Based on the book Emotional Branding, written by Marc Gobé

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Written by Loic Bonnaillie, http://bonnaillie.com , a blog on the best practices

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If you liked this post, I recommend you to read:

• Need to Desire
• 10 Commendements of Emotional Branding
• Marketing Warfare

CULTURAL RELEVANCE > “I need a jean” > I need it

to MEANING > “CK is a cool, hip brand” > I want it

to EMOTIONAL > “I will feel sexy” > I will take it
CONNECTION

= LOYALTY > “CK can also guess my other needs” > I will take more

Based on the book Emotional Branding, written by Marc Gobé

…………………………………………………………………………………………………………

Written by Loic Bonnaillie, http://bonnaillie.com , a blog on the best practices

…………………………………………………………………………………………………………

If you liked this post, I recommend you to read:

• Meaning Logo
• 10 Commendements of Emotional Branding
• Marketing Warfare