Skip to Main Content
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

8 THE LAW OF THE CATEGORY

 

A leading brand should promote the category, not the brand.

According to the law of contraction a brand becomes stronger when you narrow its focus. What happens when you narrow the focus to such a degree that there is no longer any market for the brand?

This is potentially the best situation of all. What you have created is the opportunity to introduce a brand-new category.

  • What was the market for an expensive vodka before Stolichnaya? Almost nothing.
  • What was the market for expensive cars before Mercedes-Benz? Almost nothing.
  • What was the market for cheap cars before Volkswagen? Almost nothing.
  • What was the market for home pizza delivery before Domino’s Pizza? Almost nothing.
  • What was the market for in-line skates ...
Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.
Start your free trial

You might also like

Brand Identity Essentials, Revised and Expanded

Brand Identity Essentials, Revised and Expanded

Kevin Budelmann, Yang Kim

Publisher Resources

ISBN: 9780061983672