Globalisation has accentuated this on a tactical level too. This was advised in 1998 and is still imperative. Language’s longevity means owning a single, differentiated word. The words used to describe brands often determine if they’re bought or not. And a global audience can read these words – forever. Social media and online reviews mean people read and publicly write more words about brands than we ever could have imagined. Losing your focus risks your diluting your brand’s identity and harming its credibility (not to mention the financial consequences – Bic underwear, the Nike Fuel Band and Virgin water purifier are evidence of this). As a result, there’s a great temptation to breach these laws and chase every opportunity. Singularity – single mindedness’s importanceĬurrently, every new trend is labelled a growth opportunity and COVID-19 is forcing many of us to diversify our offer.
Ĝontraction – your brand will be stronger with a narrower focus.Ğxpansion – people want brands that are distinguishable by one word.The Rieses emphasize strategic focus’s importance via the laws of: This is partly why the Ries’s work is immutable. Marketing is certainly more complicated, more confusing and has more jargon than ever 22 years on. The 22 Laws of Branding starts by saying: “Marketing has become more complicated, too confusing and too full of jargon.” However, it’s a marketing book you must read.
But it’s accurate in this case, even though today’s marketing tactics and tools are unrecognizable compared to 1998 – the year Google was born.
Immutable – “unchangeable over time” – is a big word to use in a book title. Al and Laura Ries wrote The 22 Immutable Laws of Branding 22 years ago.
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