The 22 Immutable Laws of Branding: How to Build a Product or Service into a World-Class Brand
Written by: Al Ries and Laura Ries
Summarized by: Amie Hansen
Chapter 3 – The Law of Publicity
The birth of a brand is achieved with publicity, not advertising.
The way to build brand leadership is to have a superior understanding of the consumer, which leads to better, fresher, more powerful creative work that ultimately builds brands.
Advertising won’t get a new brand off the ground.
Today brands are born, not made. A new brand must be capable of generating favorable publicity in the media. The best way to generate publicity is by being first…the first brand in a new category.
The best way to make news is to announce a new category, not a new product.
What others say about your brand is much more powerful than what you say about it yourself. That’s why publicity (PR) is more effective than advertising.
Public relations has eclipsed advertising as the most effective force in branding. Today brands are built with publicity and maintained with advertising.
Brands don’t create publicity, people do.
Chapter 4 – The Law of Advertising
Once born, a brand needs advertising to stay healthy.
A brand will outlive publicity.
First publicity and then advertising is the general rule. Market leaders advertise their quality, if you say you are the leader than everyone thinks you’re better without having to say you’re better- such claims are quite rare.
People state that they won’t buy a product just because it’s “the leader”, they go out of their way to avoid it…unless that brand is well established in their mind. Consumers say they chose the leading brand, not because it was the leader but because “it’s better”.