By Al Ries and Laura Ries
- The law of the generic –> One of the fastest routes to failure is giving your brand a generic name.
- The law of the company –> Brands are brands. Companies are companies. There is a difference. The brand itself should be the focus of your attention. If you have to use the company name, use it. But do so in a decidedly secondary way.
- The law of sub brands –> What branding builds, sub-branding can destroy. Think simple, like your customer and your brand will become more successful.
- The law of siblings –> There is a time and a place to launch a second brand. When Honda wanted to introduce an expensive car, it didn’t call Honda Ultra. Honda developed a new brand called Acura.
- The law of shape –> A brand logotype should be designed to fit the eyes. Both eyes.
- The law of color –> A brand should use a color that is the opposite of its major competitor.