[Incomplete Report]This book deserves a brief look at each law and how it can relate to improving my own business. It is interesting that he considers each of them laws, but in a way some of them contradict each other. I would not build a branding campaign around these principles, but they definitely are worth while to consider some of the ideas they may generate for your own campaign.
The 22 Laws:
The Law of Expansion
The power of a brand is inversely proportional to its scope.
-Think Chevrolet, the large, small, cheap, expensive car...or truck.
-Marketers often confuse the power of a brand with the sales generated by that brand
The Law of Contraction
The brand becomes stronger when you narrow its focus.
-Think Starbucks, narrow focus is coffee, but that doesn't mean it carries a limited line, they carry ~30 types of coffee.
-Stock in depth
-Buy Cheaper
-Sell Cheap
-Dominate the category
The Law of Publicity
The birth of a brand is achieved with publicity, not advertising.
-Think The Body Shop, with virtually no advertising, but massive amounts of publicity, the Body Shop has become a powerful global brand.
--Since this book was written and revised in 1998 and 2002, I think this is what might now be called viral marketing. Creating buzz online about a product that shoots it to the masses by word of mouth and internet traffic.
The Law of Advertising
Once born, a brand needs advertising to stay healthy.
-Think Goodyear, Their consistant advertising theme has been "#1 in Tires", so who makes the best tires?, it must be Goodyear from the consumers point of view since they are apparently the leader.
-Advertise leadership
-Forces the competition to pay heavily to compete with you
-You may not make a return on your advertising
-It is a requirement to keep the customer base you have, not necessarily generate new business.
The Law of the Word
A brand should strive to own a word in the mind of the consumer
-Think FedEx, they own the term "overnight" delivery in the mind of the air cargo user
-Kleenex
-Band-aid
-Jello
-Saran Wrap
-Rollerblade
-Xerox
The Law of Credentials
The crucial ingredient in the success of any brand is its claim to authenticity.
-Think Coca-Cola, "Aint nothin like the real thing" claiming authenticity for 40 years
-The leading beer
-The leading light beer
-The leading imported beer
-The leading microbrew
-The leading ice beer
-The leading high-priced beer
-The leading Mexican beer
-etc...
The Law of Quality
The Law of the Category
The Law of the Name
The Law of Extensions
The Law of Fellowship
The Law of the Generic
The Law of the Company
The Law of the Subbrands
The Law of the Siblings
The Law of Shape
The Law of Color
The Law of Borders
The Law of Consistancy
The Law of Change
The Law of Mortality
The Law of Singularity
Will you read this book again? Possibly, Marketing is not really my thing. Maybe that means I will be reading it again. It is good to be well versed on many subjects, but this is not one that peaks my interests to keep around.
Would you suggest this book be added to a personal library or leave it at the public library? This one I would leave at the library. It is a reference book plain and simple, not one I would keep on the shelf.
Reviewed By Mike W - Twin Cities, MN
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