The 22 Immutable Law of Branding (Seri 4-Tamat)


By Al Ries and Laura Ries

  • The law of borders – There are no barriers to global branding. A brand should know no boundaries.
  • The law of consistency – A brand is not built overnight. Success is measured in decades, not years.  A change of agencies usually signals the end of a brands consistency. Rome wasn’t built in a day.
  • The law of change – Brands can be changed, but only infrequently and only very carefully.
  • The law of mortality – No brand will live forever. Euthanasia is often the best solution.
  • The law of singularity – The most important aspect of a brand is its single-mindedness.  A singular idea or concept that you own inside the mind of the consumer. It’s as simple and as difficult as that.

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