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This is the definitive text on branding, distilling complex theories and principles behind this key marketing term into in twenty-two easy-to-read vignettes including:
- The Law of Contraction. A brand becomes stronger when you narrow its focus.
- The Law of the Word. A brand should strive to own a word in the mind of the consumer.
- The Law of Fellowship. In order to build the category, a brand should welcome other brands.
World-renowned marketing guru Al Ries and his daughter and business partner Laura Ries examine brand-blazing strategies from the world's best, including Coca-Cola, Xerox, BMW, Federal Express and Starbucks, to provide you with the expert insight you need to build a world-class brand.
ISBN/EAN | 9781861976055 |
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Author | Al Ries and Laura Ries |
Publisher | Profile |
Publication date | 20 Mar 2005 |
Format | Paperback |
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The 22 Immutable Laws of Branding
Everyone knows that building your product or service into a bona fide brand is the only way to stand out in today's insanely crowded marketplace. The only question is how do you do it?
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