The 22 Laws... of Branding
The 22 Immutable Laws of Branding by Al Ries, Laura Ries.
A branding program should be disnged to differentiate your product from all the other cattle on the range. Even if all the other cattle on the range look pretty much alike.
Successful branding programs are based on the concept of singularity. The objective is to create in the mind of the prospect the perception that there is no other product on the market quite like your product.
Marketing is what a company is in business to do.
That's about as deep as this book gets. The "Laws" could be termed the "Observations." Most of them say one thing, "Focus." Less is more. Don't try to be all things to all people.
Oh, by the way, don't name yourself this: 
Posted by Jay Cross at October 20, 2002 01:05 PM | TrackBack
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