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SUMMARY.The 22 Immutable Laws of Branding Bite-sized branding tips from a dynamic marketing duo By Al Ries and Laura Ries

·         What’s in it for me? Bite-sized branding tips from a dynamic marketing duo.

·         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.

·         When it comes to building a brand, you’re in it for the long haul.

·         Expansion should only be undertaken when it doesn’t damage a company’s core brand identity.

·         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

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