Ries and Ries give the example of Subway, which, amongst a sea of generalized delis, chose to just focus on one thing: submarine sandwiches.
If you have to get surgery on your knee, who would you rather have operate on you? A surgeon who is specialized in only knee surgery or a general surgeon who does knee surgery…and many other things? My guess is, it would be the former. Instead, “customers wants brands that are narrow in scope and are distinguishable by a single word, the shorter the better.” 2. The Law of Contraction: “A brand becomes stronger when you narrow its focus.”
In the short term, brands might be successful when they expand, “but in the long term, the model expansion undermines the brand name in the mind of the consumer.” But according to Ries and Ries, the more a brand expands, the less powerful it becomes. Many brands assume that in order to grow, they need to expand. The Law of Expansion: “The power of a brand is inversely proportional to its scope.” So you ready? Here are the 22 (immutable) laws of branding: 1. Whether your business is 30 years old or still in the development stage, chances are, there’s something you can learn from Ries and Ries and apply to your business. I recently finished reading The 22 Immutable Laws of Branding by Al Ries and Laura Ries and, since I found it to be particularly valuable, thought I would share with you the main points from the book.Įven though the book was published in 1998 (just as the Internet was starting to take off), the laws still apply today (they are, as the authors say, “immutable”).
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