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The 22 Immutable Laws of Branding
book

The 22 Immutable Laws of Branding

by Al Ries, Laura Ries
October 2009
Intermediate to advanced content levelIntermediate to advanced
272 pages
5h 1m
English
HarperCollins Publishers
Content preview from The 22 Immutable Laws of Branding

6 THE LAW OF CREDENTIALS

 

The crucial ingredient in the success of any brand is its claim to authenticity.

Customers are suspicious. They tend to disbelieve most product claims. Your brand might last longer, require less maintenance, and be easier to use, but who will accept claims like these?

There is one claim, however, that should take precedence over every other claim. It’s the one claim that elevates the brand above the competition. And makes every other claim much more believable.

It’s the real thing. It’s the claim to authenticity.

When Coca-Cola first made this claim customers instantly responded. “Yes,” they agreed. “Coke is the real thing. Everything else is an imitation.”

Even though the last “real thing” advertising ran almost thirty ...

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Publisher Resources

ISBN: 9780061983672