The 22 Immutable Laws of Branding

The 22 Immutable Laws of Branding--------------------------------------------------Everyone knows that building your product or service into a bona fidebrand is the only way to stand out in today's insanely crowded marketplace.The only question is how do you do it? This is the definitive texton branding, distilling complex theories and principles behind thiskey marketing term into in twenty-two easy-to-read vignettes including:The Law of Contraction, A brand becomes stronger when you narrow itsfocus, The Law of the Word, A brand should strive to own a word inthe mind of the consumer, and The Law of Fellowship. In order to buildthe category, a brand should welcome other brands. World-renowned marketingguru Al Ries and his daughter and business partner Laura Ries examinebrand-blazing strategies from the world's best, including Coca-Cola,Xerox, BMW, Federal Express and Starbucks, to provide you with theexpert insight you need to build a world-class brand.--------------------------------------------------Author Biography: Laura Ries is a graduate of Northwestern Universityand a partner in the marketing strategy firm Ries & Ries. They actas consultants of major corporations, including Alcoa, Frito-Lay, GlaxoWellcome, Merck and Pillsbury.