The 22 Immutable Laws of Branding Book Summary



“Brand is just a perception, and perception will match reality over time.” — Elon Musk

How do you beat Amazon?

You narrow the focus.

Rather than try to be the best online bookstore, you become the best business books site.

This strategy can be counter-intuitive.

The 22 Immutable Laws of Branding, by Al Ries, is full of insightful nuggets you can use whether you are reimaging yourself, a business, an idea, or anything really.

What I like most about the book is that it gives concrete examples that resonate and it’s advice you can apply whether you’re improving your own personal brand or something bigger.

The book contains a lot of timeless principles so the time you spend learning can payoff over the years to come.

I like to think I have more branding time ahead of me than behind me.

The 22 Laws

Here is a simple list of the laws at a glance:

  1. The Law of Expansion
  2. The Law of Contraction
  3. The Law of Publicity
  4. The Law of Advertising
  5. The Law of the Word
  6. The Law of Credentials
  7. The Law of Quality
  8. The Law of the Category
  9. The Law of the Name
  10. The Law of Extensions
  11. The Law of Fellowship
  12. The Law of the Generic
  13. The Law of the Company
  14. The Law of Subbrands
  15. The Law of Siblings
  16. The Law of Shape
  17. The Law of Color
  18. The Law of Borders
  19. The Law of Consistency
  20. The Law of Change
  21. The Law of Mortality
  22. The Law of Singularity

The 11 Immutable Laws of Internet Branding

Here is a bonus list of the 11 Immutable Laws of Internet Branding:

  1. The Law of Either / Or
  2. The Law of Interactivity
  3. The Law of the Common Name
  4. The Law of the Proper Name
  5. The Law of Singularity
  6. The Law of Internet Advertising
  7. The Law of Globalism
  8. The Law of Time
  9. The Law of Vanity
  10. The Law of Divergence
  11. The Law of Transformation

This is one of those evergreen books that I find myself going back to and drawing from over a lifetime.

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