The 22 Immutable Laws of Branding (Seri 1)


By Al Ries and Laura Ries

  • The Law of Expansion –>  The power of the brand  is inversely proporsional to its scope. Expanding your brand will diminish your power and weaken your image.
  • The Law of Contraction –> A brand becomes stronger when you narrow its focus. Starbucks is one of good example in focusing their business, Coffe.
  • The Law of Publicity –> The birth of the Brand  is achieved  with publicity, not advertising.
  • The Law of Advertising –> Once born, a brand need advertising to stay healthy.
  • The Law of the word –> A brand  should strive to own a word in the mind  of the consumer

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