And boy! Their wisdom, their wit and their wonderful research was something I never ever forgot. It was a book worthy of my respect for a life time to come. Fast forward to the here and now I spot this book at a leading book store.
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Covering 22 memorable bite-sized nuggets of wisdom, these blinks provide an overview of the all-too-common mistakes made by marketers and showcases the tricks of the trade used by the most successful brands to assert their dominance in ultra-competitive markets. Key idea 1 of 10 Brands become stronger the more narrowly focused they are. It states that a brand becomes weaker as it expands and loses focus. So why did Chevrolet dilute the strength of its brand?
Like most companies, it put short-term interests ahead of long-term strategy. Expansion allowed the firm to sell more cars in the short run. But what initially seemed like a boon turned out to be a mistake in the long run, because it weakened the brand name. Sales declined dramatically from 1. Take delis. Delis typically feature a wide range of products, from sandwiches and soups to bagels, muffins, doughnuts, cookies, ice cream, beverages, newspapers, cigarettes and lottery tickets — pretty much anything and everything!
The company that comes closest to a national deli brand is Subway. Its growth exemplifies the second law. Founded in by Fred DeLuca, it took a novel approach to the idea of a deli and radically stripped back the range of products on offer to just one item: the submarine sandwich. The move was a savvy one and Subway has gone on to enjoy phenomenal success. Like Subway, the most recognizable brands are those which develop a singular focus.
Call it the Law of Singularity. Strong branding makes product names synonymous with an everyday object or idea. Or the way in which an expensive Swiss watch is interchangeable with the name Rolex.
How does that work? Well, Walmart still has a singular focus. Key ideas in this title Brands become stronger the more narrowly focused they are. Publicity is used to grow a brand while advertising defends its gains in the marketplace. The key to growth is associating your brand with a single concept and growing your market category. Credentials and perceptions of quality are central to building trust in a brand. Logos are most effective when they set you apart from competitors and have a distinctive horizontal shape.
Brand names should be short, unique and meaningful — and different from the parent company name. Reinventing a brand is only possible in the rarest cases. Final summary.
The 22 Immutable Laws of Branding: How to Build a Product or Service Into a World-Class Brand
The 22 Immutable Laws of Branding