The 22 Immutable Laws of Branding Al Ries and Laura Ries Summary 1.

The Law of Expansion: The power of the brand is inversely proportional to its scope 2. The Law of Contraction: A brand becomes stronger when yo narrow its foc s !. The Law of " blicity: The birth of a brand is achieved with p blicity# not advertising $. The Law of Advertising: %nce born# a brand needs advertising to stay healthy &. The Law of the 'ord: A brand sho ld strive to own a word in the mind of the cons mer (. The Law of Credential: The cr cial ingredient in the s ccess of any brand is its claim to a thenticity ). The Law of * ality: * ality is important# b t brands are not b ilt by + ality alone ,. The Law of the Category: A leading brand sho ld promote the category# b t not the brand -. The Law of the .ame: /n the long r n a brand is nothing more than a name 10. The Law of Extensions: The easiest way to destroy a brand is to p t its name on everything 11. The Law of 1ellowship: /n order to b ild the category# a brand sho ld welcome other brands 12. The Law of the 2eneric: %ne of the fastest ro tes to fail re is giving a brand a generic name 1!. The Law of the Company: 3rands are brands. Companies are companies. There is a difference 1$. The Law of 4 bbrands: 'hat branding b ilds# s bbranding can destroy 1&. The Law of 4iblings: There is a time and place to la nch a second brand 1(. The Law of 4hape: A brand5s logo sho ld be designed to fit the eyes. 3oth eyes. 1). The Law of Colo r: A brand sho ld se a colo r that is the opposite of its ma6or competitors 1,. The Law of 3orders: There are no barriers to global branding. A brand sho ld 7now no borders 1-. The Law of Consistency: A brand is not b ilt overnight. 4 ccess is meas red in decades# not years 20. The Law of Change: 3rands can be changed# b t only infre+ ently and only very caref lly 21. The Law of 8ortality: .o brand will live forever. E thanasia is often the best sol tion 22. The Law of 4ing larity: The most important aspect of a brand is its single9mindedness Introduction 8ar7eting is b ilding a brand in the mind of the prospect: /f yo can b ild a powerf l brand# yo will have a powerf l mar7eting program 8ar7eting is branding: everything that a company does can contrib te to the brand9b ilding process Today most prod cts are no longer bo ght and sold ie: in a s permar7et there is no :selling; 6 st b ying. The cons mer ma7es a choice based on the prod cts available with minimal assistance or prompting from staff 3randing is simply a more efficient way to sell things as it :pre9sells; the prod ct or service to the cons mer There is a seismic shift in the world of b siness from selling to b ying A brand name is nothing more than a word in the mind# albeit a special 7ind of word A commodity p rchase is when the cons mer is willing to p rchase any brand as long as it is the prod ct that s<he is after =eg: mil7 and bread> A brand p rchase is when the brand of the prod ct is important to the cons mer =eg: cigarettes and beer>

Aim high# yo can never achieve more than yo aspire to A branding program sho ld be sed to differentiate yo r cow from all of the other cattle on the range. Even if all the cattle in the range loo7 pretty m ch ali7e. 3randing creates the perception in the mind of the cons mer that there is no prod ct on the mar7et + ite li7e yo r prod ct

1) The Law of E !ansion 'hen yo p t yo r brand name on everything# that brand name loses its power The power of a brand is inversely proportional to its scope The + estion that has to be as7ed is: do yo 7eep a narrow line in order to b ild the brand in the mind and increase sales in the f t re? Case st dy: American Express sed to have a very strong brand and membership sed to have its privileges# it sed to be prestigio s to own one etc. Then it broadened its prod ct line with new prod cts and services. The res lt was that its share of the card mar7et fell from 2)@ to 1,@ 8any companies try to 6 stify the line extension by invo7ing the masterbrand# s perbrand or megabrand concept Chevrolet is the megabrand and Camaro# Caprice# Cavalier etc are the individ al brands "ontiac is the megabrand and 1irebird# 2rand Am etc are the individ al brands Cons mers want short and simple names that they can identify with the prod ct. 8ar7eters tend to go a bit far in the opposite direction and give prod cts ling names that they thin7 will ma7e the cons mers identify their brand as different /f the competition is wee7# yo can expand yo r prod ct in the mar7et and this may res lt in increased sales. 3 t this only serves to show that the competition is wea7# not that yo are strong To b ild powerf l brands# yo have to contract it# not expand it 2) The Law of "ontraction .arrowing ones foc s is not the same as carrying a limited line. 4tarb c7s offers thirty different types of coffee. 2ood things happen when yo contract yo r brand rather than expand it A it is foc sed 'hen yo only ma7e one thing# yo get pretty good at ma7ing that thing The five step pattern 1. .arrow the foc s. A powerf l branding program always starts by contracting the category# not expanding it 2. 4toc7 in depth: carry maybe one or two types of prod ct# b t lots of it !. 3 y cheap: b y in b l7 to red ce overall costs $. 4ell cheap: when yo b y cheap yo can sell cheap and still maintain good margins &. Bominate the category: this is the ltimate ob6ective of a branding program 'hen yo dominate a category yo become extremely powerf l. /n order to dominate yo r category yo m st narrow yo r brand foc s

/f yo want to become a s ccessf l company# do what the s ccessf l companies did before they became s ccessf l =b ying private 6ets is what a s ccessf l company might do now# b t if a start9 p tries that it won5t help them at all>

#) The Law of $ublicity 'ith virt ally no advertising# b t with massive amo nts of p blicity# The 3ody 4hop has become a powerf l global brand A it was the endless torrent of newspaper and magaCine articles# pl s radio and television interviews that literally created The 3ody 4hop Advertising generally won5t get a new brand off the gro nd A new brand m st be capable of generating favo rable p blicity in the media or it won5t have a chance in the mar7et place The best way to generate p blicity is by being the first brand in a new category A media wants to report what is new# not what is best 'hat others say abo t yo r brand is far more powerf l that what yo can say abo t it yo rself Today5s brands are b ilt with p blicity maintained by advertising Companies s ch as 8icrosoft# Bell# /ntel# 2ateway# %racle# Compa+ etc are companies that were first created by the 'all 4treet Do rnal# 3 siness 'ee7# 1orbes and 1ort ne 8agaCine A p blicity# not advertising 4trategy sho ld be developed from a p blicity point of view rather than from an advertising perspective

%) The Law of Ad&ertising " blicity is an essential tool for a prod ct in its initial stages# b t the prod ct will event ally o tlive the p blicity A yo can5t rely on p blicity forever After the prod ct has been written abo t and spo7en abo t in the media# get the media to concentrate on the company and how innovative the company is etc. %nce that aven e of p blicity has been exha sted# then yo m st t rn to advertising ie: 1irst p blicity# then advertising Eo sho ld loo7 at yo r advertising b dget as ins rance that protects the brand against losses ca sed by competitive attac7s A brand leader sho ld advertise brand leadership eg: :2ood Eear# F1 in tyres; 'hen yo say that the prod ct is :better; cons mers thin7 :that is what they all say;# b t when yo advertise that yo r prod ct is :the leader;# they thin7 that it m st be better 8ost people b y the leading brand Advertising is sef l to maintain brand leadership# b t not to obtain it

') The Law of the (ord 1edEx has become synonymo s with :overnight delivery;

To b ild a brand yo m st foc s yo r branding efforts on owning a word in the prospect5s mind. A word that nobody else owns =eg: Golvo owns the word :safety;> A common mista7e in branding is when once the company :owns; a word it then moves on to broaden its base and enter into other mar7ets /n the same way that Hleenex owns tiss e =:Can yo pass me a Hleenex; really means# :can yo pass me that box of tiss es; even tho gh it may not be Hleenex># Coca Cola owns cola# 3and Aid owns adhesive bandages and Iollerblade owns in9line s7ates A yo 7now when yo r brand owns the category name when people se yo r brand name generically Eo can only become a generic brand by being the first ="epsi will never own the word :cola; even if it o tsells Co7e; /f yo were not the first in yo r category# yo can become the first by creating a new category by narrowing yo r foc s eg: 1edEx overtoo7 Emery beca se Emery offered all different types of services. 1edEx concentrated only on overnight deliveries and soon became famo s for being able to deliver pac7ages overnight# while Emery was not seen to be able to deliver that + ic7ly The prod ct itself might have a vis al reality# b t it5s the brand name and its associations that give the prod ct meaning in the mind of the cons mers Bon5t expand the brand# expand the mar7et A ma7e yo r prod ct the :in9thing; in yo r ind stry eg: :Jey# this data m st be important beca se it was analysed sing /CI14;

)) The Law of "redentials Credentials are the collateral that yo p t p to g arantee performance of yo r brand Leadership is the most direct way to g arantee credentials for yo r brand Everywhere that the brand name is sed# so are the credentials =:The Ieal Thing; was sed in the )0s every time Coca Cola was mentioned Credentials are important in the p blicity process. Ieporters and editors will not dismiss leadership and other aspects to a brand5s credentials as :p ffery; 9 /f a reporter is doing a story on car rentals# they will call JertC 9 /f a reporter is doing a story on cola# they will call Coca Cola 9 /f a reporter is doing a story on comp ter software# they will call 8icrosoft 'hen the benefits of a prod ct are str ct red aro nd credentials# they carry m ch more weight .ever ass me that people 7now who the leader is in a category 8ost people wo ld wal7 away from an empty resta rant and wait for a table at a b sy one A beca se the food<service<ambiance m st be better at the f ll one# otherwise there wo ld be a line o tside the door of the empty resta rant

*) The Law of +uality There is almost no correlation between the pop larity of the prod ct and the + ality of the prod ct =Co7e o tsells "epsi# b t taste tests prove that "epsi5s taste is preferred by cons mers over Co7e>

* ality or the perception of + ality is in the mind A branding 'hen yo contract yo r lines and foc s on one thing yo become a specialist rather than a generalist A a specialist doctor is better + alified than a general practitioner 3eing a specialist and having a better name go hand9in9hand. Expanding a brand and being a generalist erodes yo r ability to have a powerf l name eg: 2eneral Electric# 2eneral 8otors might be well 7nown b t as brands they are wea7 A they can still be a sales s ccess if they compete against other wea7 or wea7er brands 8ost of 2E5s competitors are also generalist: 'estingho se# 2eneral 8otors and Knited Technologies 'ea7 brands cannot s ccessf lly compete against strong brands: 2E failed in its bid to enter into the mainframe mar7et beca se /38# a specialist# was m ch stronger Javing a high price also gives cons mers the impression of + ality A can a Iolex 7eep better time than a Casio watch? .o# b t it is better + ality beca se it is more expensive =does yo r waiter s ggest a L20 bottle of wine when yo ordered an L,0 bottle# even if the cheaper one tastes better? .o# beca se the price tag determines the + ality> 3rands are not b ilt by + ality alone 'hen faced with a sea of similar prod cts# a good strategy is often to inflate the price and as7 yo rself what yo can p t in it to 6 stify the price increase eg: Chivas Iegal allows the whis7ey to age longer# Iolex ma7es watches bigger and heavier with ni+ e wristbands etc Javing a + ality prod ct will save yo time and money on service costs later on# b t + ality alone will not b ild a brand

,) The Law of the "ategory 'hen yo narrow the foc s to s ch a degree that there is no longer any mar7et for the brand# create a new category Create a new category and become the first A and th s# the leading brand To b ild something o t of nothing yo have to la nch the brand in s ch a way that there is a perception that yo were the first and yo have to promote the new category 'hen Apple la nched the .ewton# they forgot to categorise it. They called it a "BA# b t a noteboo7 comp ter# mobile phone or electronic organisers can all be classified as "ersonal Bigital Assistants. Eo 7new that Apple was in tro ble when they la nched an advertising campaign :'hat is it?; EatMi5s decided to create a new category and foc sed on selling resta rant meals for ta7eo t only ie: white tablecloth# resta rant + ality ta7e9away food. A new category# separate from piCCa# b rgers and sandwiches A they call the category the :meal9mar7et; %nce competition arrives# concentrate on promoting the category to increase the siCe of the pie# rather than increase their slice A competition can be good for p blicity =see chapter 11>

-) The Law of the .ame

/n the long r n# a brand is nothing more than a name /n the long term# the ni+ e idea or concept disappears and what is left is the company name Nerox b ilt the first plain paper copier. Today all copiers are plain paper# b t what disting ishes Nerox from the rest of the mar7et is their name 'hat is important is the perception that the name creates =eg: A Iolls Ioyce may not really be a better car than a Dag ar or a 3entleigh# b t the name s ggests that it is A and yo have to believe it beca se it is the :Iolls Ioyce of a tomobiles; The most val able asset of the Nerox corporation is its name A it is short# ni+ e and connotes high technology 'hat is a 8its bishi? /s it a car? A television? A semicond ctor? /t is all of these ieO generic. The only thing worse than a generic name is a line extended generic name eg: The 8its bishi 1ax 8aster =nobody can disting ish it from the other fax machines. /t is not ni+ e>

1/) The Law of E tensions Line extension 7ills sales of the original brand. "rod ct A is released and is doing well =Let5s call it Acme 3eer> so then we extend the prod ct line to attract more c stomers A Acme Light# Acme 3itter# Acme Extra Taste. Eo don5t attract more c stomers# b t yo shift c stomers from Acme 3eer to the extended lines A isn5t an Acme 3eer drin7er more li7ely to try Acme Light than a 3 dweiser drin7er? /f yo extend yo r prod ct yo may be s ggesting that the original wasn5t the best. That is why :.ew Co7e; failed A wasn5t the Ieal Thing really the Ieal Thing? : 4ho ld Evian la nch 4 lfate 1ree 'ater A wasn5t the original water good for yo ? 8anagement often meas res the extension rather than the new prod ct. 4o 6 st beca se Hellogs 1r it Loops is s ccessf l# it doesn5t mean that Hellogs Jealthy 4tyle 1r it Loops will also do well A/T 8AE EI%BE E%KI %I/2/.AL L/.E b t 'hat will c stomers of the c rrent brand thin7 when they see yo r extended brand? /f the mar7et is moving o t from nder yo # stay where yo are and la nch a completely second brand =ie: not /CI19"l s2 b t A3CBE brand>

11) The Law of 0ellowshi! %ne of the best locations from a n mber two brand is right across the road from the leader A both brands will benefit Choice stim lates demand A the competition between Co7e and "epsi ma7es cons mers more cola conscio s =a monopoly ma7es cons mers s spicio s. Loo7 at 8icrosoft> Competition broadens the category while allowing the brands to maintain foc s 3 t when there is too m ch choice# cons mers get conf sed eg: in California there are 1#000 wineries and &#000 brands b t no brand leader Two ma6or brands wor7 well eg: Co7e and "epsi# Hoda7 and 1 6i# B racell and Energiser

%ften the law of 1ellowship can be seen in 3 siness Centres# 4hopping Centres etc eg: the garment district on )th Aven e or the diamond district on 1orty 4eventh 4treet or the financial centre of 'all 4treet /t ma7es sense for similar b sinesses to be located near each other. 4imilar b sinesses in the same area attracts more c stomers who can comparison shop and have a choice. 3 sinesses can also 7eep an eye on their competition .o brand can ever own the entire mar7et =except 'indowsP>

12) The Law of the 1eneric There are many s ccessf l companies that have generic names =eg: 2eneral motors# American Airlines# /nternational 3 siness 8achines>. The s ccess of these companies are probably d e to the fact that they were the first in the mar7etplace# not their names eg: .ational 3isc it Company was the first national bisc it companyO 2eneral Electric was the first 2eneral Electric company etc The 2eneric names of these companies have transformed into specific names eg: 9 .ational 3isc it Company now calls itself .abisco =there are many bisc it companies# b t only one .abisco> 9 2eneral Electric now calls itself 2E =There are many general electric companies# b t only one 2E> 9 .ational 3roadcasting Corporation calls itself .3C =There are many national broadcasting corporations# b t only one .3C> 2eneric names don5t give the company the ability to disting ish themselves from the rest of the competition A yo need 3rand /dentity =that is why /CI14 is better than /nteractive Claims Ieserving 1orecasting 4ystemP> Try to find a reg lar word ta7en o t of context and sed to connote the primary attrib te of the brand eg: 3loc7b ster for 3loc7b ster Gideo /f yo c t a generic name in half# yo can come p with a good name eg: /ntelligent Chip Company is too long and too generic A b t everybody 7nows and remembers /ntel A /ntel is a powerf l brand beca se it reminds cons mers of the word :intelligent; witho t act ally saying it Line extensions fare poorly. This is often ca sed by combining the brand name with the generic name eg: 1osters Light can be perceived in the mind as 1osters light A a watered down version of 1osters 4ometimes the opposite is tr e eg: Gaseline /ntensive Care is s ccessf l beca se people don5t say# :pass the Gaseline;# b t they say :pass the /ntensive Care; A :/ntensive Care; has become a specific name# transformed from a generic name

1#) The Law of the "om!any 4ho ld the brand name dominate the company name or sho ld the company name dominate the brand name A sho ld they be given e+ al weight. 3rand names sho ld almost always o tweigh company names A cons mers b y brands# not companies

Knless there are compelling reasons to do otherwise# the best branding strategy sho ld be to se the company name as the brand name =eg: Coca Cola prod ces Coca Cola# 'B$0 prod ces 'B$0 etc> The brand name is the word that the c stomers se to describe the prod ct eg: Bo yo want some Coca Cola? / bo ght a Cadillac today. " t it in an Excel 4preadsheet 8icrosoft 'ord A this is a generic name beca se there are other word processors that se :'ord; as part of their name ='ordstar# 'ord"erfect etc> 4o cons mers tend to refer to it as 8icrosoft 'ord =or 84 'ord>. This can be bad for the company beca se the name is too long =eg: people don5t say# :Can / have the ch n7y so p?; they are forced to say# :Can / have the Campbell5s Ch n7y 4o p;> Eo r company name sho ld not dominate yo r brand A if yo ma7e the company name too small cons mers might get s spicio s that yo are trying to hide something. /f it is too large then the company overshadows the brand and C%.4K8EI4 3KE 3IA.B4# .%T C%8"A./E4 Kse the company name in a secondary way

1%) The Law of Subbrands Joliday /nn has many s bbrands A Joliday /nn Express# Joliday /nn 4elect# Joliday /nn 4 n 4pree Iesorts# Joliday /nn 2arden Co rt. 'hen yo went into a Joliday /nn# yo 7new what to expect. 3eca se of all of these s bbrands# yo don5t 7now what to expect 4 bbranding can erode the power of the core brand 8ar7et research at Joliday /nn Crowne "laCa prod ced the following response from g ests# :/t5s a nice hotel# b t a bit expensive for a Joliday /nn;. 1rom now on the hotels will be called Crowne "laCa =/f / am for7ing o t the big b c7s# / want to stay at a big brand hotel> 4 bbranding tries to p sh the core brand into a new direction. 1ord is not a brand. The brands are Laser# 1alcon and 1airlane A 1ord is a 8egabrand# b t cons mers don5t nderstand this concept. 3randing is all abo t creating perceptions in the mind of cons mers. 4 bbranding creates conf sion and this destroys the brand5s image A brand can be mar7eted in more than one model as long as those models don5t detract from the essence of the brand

1') The Law of Siblings There does come a time when there is a need to la nch a second brand A b t not so that it detracts from the original brand 4ometimes it is good to create a family of brands A sibling brands Each brand has to be different and distinct in its own right

4ome managers want to ta7e advantage of the e+ ity that they have in their brand# b t they are mista7en if they se the existing brand to s pport the new one as it co ld damage the original brand Time /nc is the world5s largest magaCine p blisher by la nching totally separate p blications ie: Time# 1ort ne =not Time for 3 siness># Life =not Time for "ict res># 4ports /ll strated =not Time for 4ports># 8oney =not Time for 1inances># "eople =not Time for celebrities> 4iblings are not associated as being in the same category as the other members of the family The siblings can all be controlled by the same parent. Kpper management has to be more involved to ens re that there is no mixing of the siblings so that they remain separate Bo not tag the company name onto every sibling A do Lex s b yers b y a Lex s beca se it is made by Toyota? %r in spite of the fact that it is made by Toyota Heep the following siblings in mind: 9 1oc s on a common prod ct area 9 4elect a single attrib te to each segment =eg: distrib tion# age# flavo rs A b t most commonly# price 9 4et p rigid distinctions between brands 9 Create different brand names for each sibling 9 Create a new sibling only if yo can create a new category 9 Heep control of the siblings at the highest level A otherwise the effectiveness of the brands can degrade. A sibling strategy can be sed to dominate a category over the long term

1)) The Law of Sha!e A logo is a combination of a trademar7 and the name of the brand set in a distinctive type A logo: 9 sho ld be horiContal 9 sho ld be legible 9 does not have to be accompanied by a symbol =b t over time a symbol can come to represent the name of the brand A eg: the .i7e swoosh> A the power of the brand name overrides logo recognition

1*) The Law of "olour Colo r can help to ma7e a brand distinctive /t is best to stic7 to the five basic colo rs of red# bl e# green# yellow and orange rather than a mixed colo r or combination of colo rs 9 Ied is the colo r of energy and excitement =Coca Cola> 9 3l e is a tran+ il colo r b t also a corporate<leadership colo r =/38> 9 %range is an in9between colo r which is li7e Ied# 9 2reen is the colo r of the environment =eg: Gitamins# Jealth 1oods> 9 Eellow is a ne tral colo r that also is associated with ca tion =road signs>

There are other colo rs which can be sed as well: 9 'hite is the colo r of p rity ='eddings>

9 9

3lac7 is the colo r of l x ry =Dohnnie 'al7er 3lac7 Label> " rple is the colo r of royalty

1oc s on the identity that the brand sho ld create# not 6 st the mood Choose the best colo r possible# b t if there is another brand with that colo r# choose the opposite colo r The colo rs that yo choose will determine whether cons mers can vis alise yo r logo or not A eg: Co7e is easy to vis alise =lots of red> b t "epsi has two colo rs and it is diffic lt to pict re Line extensions destroy the impact of colo r on the original brand 4ometimes# b t rarely# a case can be made for m ltiple colo rs eg: 1edEx chose two colo rs that wo ld be s re to stand o t on someone5s des7 A orange and p rple

1,) The Law of Borders 3 ilding a global brand means: 7eeping the brand5s narrow foc s in its home co ntry and going global The words :imported prod ct; on a brand creates the perception of + ality Jeine7en 3eer is act ally made in Jolland b t beca se of its geographical proximity to 2ermany and beca se of the perception that 2ermany prod ces very good beer# Jeine7en capitalised on that perception. They even distrib ted cardboard coasters that had written on them :"rinted in 2ermany; There is no s ch thing as a global brand witho t a global perception =eg: Toyota# Jonda and .issan are Dapanese# Compa+# /ntel and 8icrosoft are American etc> Coca Cola is one of the only brands that can be classified as being the closest to a tr ly :/nternational; brand A b t it m st stay with it5s American heritage beca se every brand m st originate from somewhere /t doesn5t matter where the brand originated# is prod ced etc# the name and the associated connotations determine its geographic perception eg: JQagen9BaCs ice cream so nds 4candinavian# b t it was developed in .ew Dersey The se of English words in promoting a brand and in the brand name is important beca se English has become an international lang age =Ied 3 ll energy drin7 is A strian# b t they don5t call it :Ioter 4tier;P> The name of yo r prod ct doesn5t have to be an English word b t m st so nd li7e one. 3e caref l with advertising slogans beca se sometimes they don5t translate well eg: :Come alive with the "epsi generation; translates to Chinese as :"epsi brings yo r ancestors bac7 from the dead;

1-) The Law of "onsistency A brand cannot get into the mind nless it stands for something. 38' has been the : ltimate driving machine; for 2& years 3rands sho ld never change A they can be bent slightly or given a new slant b t not changed

/f the mar7et moves# stic7 with the brand and the cycle will come bac7 to yo =6 st beca se the trend is towards white alcohol =gin# vod7a etc> Dac7 Baniels wo ld destroy its whis7ey line if they introd ced Dac7 Baniels God7a> Limiting the brand is the essence of branding2 Limiting the brand and being consistent 3o&er decades) is the 4ey to successful branding

2/) The Law of "hange 3rand changing occ rs in the mind of the cons mer# not inside the company There are ! feasible sit ations for changing a brand: 1. Eo r brand is wea7 or non9existent in the mind of cons mers =eg: not many realised that /ntel was originally a prod cer of IA8 b t moved into processors A nobody b t those directly involved even noticedP A /f they were to try to move bac7 to man fact ring IA8# they wo ld fail beca se their prod ct is strong in the minds of cons mers> 2. Eo want to move the brand down the food chain. Lower the price of yo r prod ct over time and ma7e it cheaper. This often helps a company to gain mar7et share =8arlboro gh did it>. 8oving p is far more diffic lt !. The brand is in a slow moving field and change will ta7e place over a period of time. Eg: Citicorp is slowly changing its brand5s foc s from corporate b siness to cons mer b siness C stomer perceptions of brands don5t go away so + ic7ly eg: Hent c7y 1ried Chic7en wanted to move away from :1ried; so it called itself H1C and offered healthier style chic7en# b t people still went to them for fried chic7en.

21) The Law of 5ortality 3rands have a life cycle A they are born# prosper and die. Companies spend millions trying to change an old brand =Hoda7 ses the Hoda7 name on all digital prod cts to try to change with the mar7et> %pport nities for new mar7ets are always being created with the birth of new categories 8any managers ma7e poor financial decisions beca se they fail to disting ish between the two aspects of a brand5s val e: Jow well 7nown it is and what the brand stands for A well 7nown brand that doesn5t stand for anything has no val e and a brand that stands for something b t is not well 7nown has val e A beca se there is the opport nity to create a powerf l brand 3rand new brands ma7e the impact# not rehashed old brands =eg: 3loc7b ster video became a mar7et leader in video rentals even tho gh it was p against established companies who were too generic and not exciting eno gh in the new category

22) The Law of Singularity Eo r brand m st be a single idea or concept that yo own inside of a prospect A if it is too many things at once# it is conf sing and becomes worthless

'hat is an Atari? /t sed to be the most pop lar games console b t then it became a comp ter and now it is nothing A beca se it lost its sing larity Golvo sells more cars in the K4 than 38' or 8ercedes beca se over !& years it has st c7 to its concept of b rning into the minds of cons mers that it is the safest car on the road