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Chapter Overview
Chapter 1: AudiobookHub Recommendation
Chapter 2: Brands grow stronger when their focus is much narrower.
Chapter 3: Publicity builds the brand, while advertising defends its hard-won gains in the marketplace over time.
Chapter 4: Growth hinges on linking your brand to one idea and expanding the overall market category as well.
Chapter 5: Credentials and perceived quality are essential for establishing trust in brands among customers.
Chapter 6: When building a brand, prepare to commit for the entire long haul from start.
Chapter 7: Pursue expansion only when it won’t harm the company’s core brand identity or equity.
Chapter 8: Logos work best when they differentiate you from competitors and feature a distinct, horizontal form in design.
Chapter 9: Brand names must be short, unique, meaningful, and distinct from the parent company’s name overall.
Chapter 10: Reinventing a brand is feasible only in the rarest cases.
Description
The 22 Immutable Laws of Branding (1998) is a practical, hands-on guide to the dos and don'ts of branding. Covering 22 memorable bite-sized nuggets of wisdom, these blinks provide an overview of the all-too-common mistakes made by marketers and showcases the tricks of the trade used by the most successful brands to assert their dominance in ultra-competitive markets.
Who Should Listen
- Entrepreneurs looking for tips on positioning their brand
- Anyone who’s ever wondered how advertising works
- Anyone interested in communication and marketing