The 22 Immutable Laws of Branding

"A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no product on the market quite like your product. Can a successful brand appeal to everybody? No. The same concept of singularity makes certain that no one brand can possibly have a universal appeal." (p.7) In this book, the authors discuss 'laws' of branding that they have found to hold true across innumerable product and service offerings. Continuing the theme that Ries has championed in previous books (see, for example, The 22 Immutable Laws of Marketing and Focus) they maintain that a major problem for companies is the temptation to extend a successful brand into other, sometimes only peripherally-related, areas. (Two actual examples mentioned in the book are Harley-Davidson wine coolers and Heinz all-purpose cleaning vinegar.) Such brand extensions only serve to confuse the consumer and dilute the single message strength of the core brand.

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