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The 22 Immutable Laws of Branding

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 [...]

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The Table of Brand Evolution Terms

A cool table viewed on the Kolbrenerusa.com

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What becomes an Icon Most?

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.

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What I learned from « A brand new World »

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.

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Meaning Logo

What needs a logo? Cultural relevance: “Brands do not belong to corporations [...]

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Need to Desire

CULTURAL RELEVANCE > “I need a jean” > I need it to MEANING [...]

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