Brands that have strong brands are able to do this because they focus on one thing (like Walmart focusing on low prices) and everything else stems from that focus. For example, Prego can stand in for thick spaghetti sauce and Rolex can stand in for expensive Swiss watches. Strong branding makes a product name synonymous with an everyday object or idea. It’s important for brands to have a singular focus. By 2001, Subway had 12,629 stores across the United States, which was more than McDonald’s. Subway made a smart move by partnering with Coca-Cola, and it has since grown to be one of the most successful fast food chains in the world. It’s success can be attributed to the second law of business, which involves stripping down its product line and offering one thing–the submarine sandwich. This can be explained by the first law, which states that products sold at delis are very diverse and therefore difficult to market as one product line.Ī company that comes closest to a national deli brand is Subway. Delis are a good example of this because most delis in the United States don’t have a strong brand, but there’s no nationwide chain with a strong brand either. Sales declined from 1.5 million to 0.83 million vehicles between 19.Ī brand is stronger if it narrows its focus. It appeared that the firm was doing well because it sold more cars, but in reality this weakened their brand name. This is an example of Law of Expansion, which states that brands become diluted when they expand their product line and lose focus.Ĭhevrolet diluted its brand by expanding. When you think of Chevrolet, what’s the first thing that comes to mind? If you can’t come up with a clear image, it’s because they make many different kinds of cars. Big Idea #1: Brands become stronger the more narrowly focused they are. You’ll also learn the difference between advertising and publicity, as well as what thick spaghetti sauce means in terms of branding.
#22 immutable laws of marketing vs branding how to#
This book will teach you how to get publicity and why it’s important. These tips cover everything from logo design to naming your company, so be sure to read them carefully! So what are the laws of branding? You’ll find out here as you learn 22 tips for effective brand development from top marketing experts at an American agency. Branding helps companies differentiate themselves from their competitors and convey their ideas effectively to customers. The key is that the success of a product depends on how well it communicates its idea to consumers. Some products succeed, while others fail. It’s difficult to stand out in the crowd on a supermarket shelf, and many brands suffer the worst fate of all: they just aren’t memorable.
But there is a middle ground of products that we have forgotten about. There are many products that we either love or hate. 1-Page Summary of The 22 Immutable Laws of Branding Overview
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