The 22 Immutable Laws of Branding by Al Ries and Laura Ries

The 22 Immutable Laws of Branding by Al Ries and Laura Ries

Ries's central claim is that a brand is built by contraction rather than expansion — that the power of a name is inversely proportional to the number of things it stands for.

Twenty-two laws, a few pages each. The Law of Expansion and the Law of Contraction, which are the same argument twice. The Law of Publicity — brands are built by PR and maintained by advertising, not the reverse. The Law of the Word, the Law of Quality, the Law of the Category, and the Law of Extensions, which they consider the most expensively violated.

The branding companion to The 22 Immutable Laws of Marketing. Short and deliberately dogmatic.

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