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1. Expansion

The power of a brand is inversely proportional to its scope

2. Contraction

A brand becomes stronger when you narrow its focus

3. Publicity

The birth of a brand is achieved with publicity, not advertising

4. Advertising

Once born, a brand needs advertising to stay healthy

5. The Word

A brand should strive to own a word in the mind of the consumer

6. Credentials

The crucial ingredient in the success of any brand is its claim to authenticity

7. Quality

Quality is important, but brands are not built on quality alone

8. The Category

A leading brand should promote the cateogry, not the brand

9. The Name

In the long run a brand is nothing more than a name.

10. Extensions

The easiest way to destroy a brand is to put its name on everything

11. Fellowship

In order to build the category, a brand should welcome other brands

12. The Generic

One of the fastest routes to failure is giving a brand a generic name

13. The Company

Brands are brands. Companies are companies. There is a difference

14. Subbrands

What branding builds, subbranding can destroy

15. Siblings

There is a time and a place to launch a second brand

16. Shape

A brand’s logotype should be designed to fit the eyes. Both eyes.

17. Color

A brand should use a color that is the opposite of its major competitor’s

18. Borders

There are no barriers to global branding. A brand should know no borders.

19. Consistency

A brand is not built overnight. Success is measured in decades, not years.

20. Change

Brands can be changed, but only infrequently and only very carefully

21. Mortality

No brand will live forever. Euthanasia is often the best solution

22. Singularity

The most important aspect of a brand is its single-mindedness.

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One thought on “The 22 Immutable Laws Of Branding

  1. I think if you want to get a good branding campaign, you have to use Google Adwords. My own experience told me that it is necessery to show up the most times on Google Awords Advertisement Network and Search Network.

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