What kind of online articles do you read in that one minute of relaxation time? This is the question I set out to answer for myself and over the past month, I have come to the following decision: Give me a headline with a question or a number-- "What will be this fall's hottest seller?" "The 5 things I love about my job." If it has a question or a number, I know I'm in for a quick read and I'll come out the wiser.
So, with that I mind, I will become the change I wish to see. I bring you some condensed, borrowed information from a book on branding.
(5 out of ) 22 Immutable Laws of Branding
-Source: Al Reis
1. Expansion
The power of a brand is inversely proportional to its scope.
"Customers want brands that are narrow in scope and are distinguishable by a single word, the shorter the better."
5. The Word
A brand should strive to own a word in the mind of the consumer.
"If you want to build a brand, focus your branding efforts on owning a word in the prospect's mind. A word that nobody else owns." Examples: Mercedes = prestige; Volvo = safety; Kleenex = tissue; Xerox = copier; FedEx = overnight.
6. Credentials
The crucial ingredient in the success of any brand is its claim to authenticity.
A widely-publicized study of twenty-five leading brands in twenty-five different product categories in the year 1923 showed that twenty of the same twenty-five brands are still the leaders in their categories today. In seventy-five years, only five brands lost their leadership."
19. Consistency
A brand is not built overnight. Success is measured in decades, not years.
20. Change
Brands can be changed, but only infrequently and only very carefully.
So, there you have the number. Next week, let's try the question.
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