Buyers don’t care about Dominos they care are whether or not their pizza will arrive in thirty minutes.īy first preempting a new category (as Domino’s did with the home delivery of pizza) and then aggressively promoting the category, you create both a powerful brand and a rapidly escalating market. Summary: A leading brand should promote the category, not the brand.Ĭustomers don’t really care about new brands they care about new categories. The latter allows the buyer to obtain psychic satisfaction from the public purchase and consumption of a high-end brand. To build a quality brand, narrow the focus and combine that narrow focus with a better name and a higher price. Why? Because quality, or rather the perception of quality, resides in the mind of the buyer.
There is almost no correlation between success in the marketplace and success in comparative testing of brands.
Summary: Quality is important, but brands are not built by quality alone. In fast-growing, new categories, however, it’s important not to assume that people know which brand is the leader. Coca-Cola has credentials because it is widely perceived to be a leading brand in its category. Leadership is the most direct way to establish the credentials of a brand. Everything else is an imitation.” This is the brand’s credentials. When Coca-Cola launched its advertising program called “The only thing like Coca-Cola is Coca-Cola itself,” customers instantly responded. There is one claim that takes precedence over every other claim, and that’s the claim to authenticity. Summary: The crucial ingredient in the success of any brand is its claim to authenticity. (See: The Law of Focus from The 22 Immutable Laws of Marketing.) Chapter 6.
How do you know when a brand owns its category name? When people use the brand name generically. Saab tried to take “safety” from Volvo but failed Volvo has locked itself in the mind of the consumer. Once a brand owns a word, it’s almost impossible for a competitor to take that word away from the brand. To build a brand, you must focus your branding efforts on owning a word in the prospect’s mind. Summary: A brand should strive to own a word in the mind of the consumer. When a brand advertising says, “our product is the leader,” the prospect thinks, “It must be better than its competitors.” That’s the power of brand leadership. But as the hype died out, each of these brands had to shift to advertising to defend its position. Many mega-brands were born in a blaze of publicity. Summary: Once born, a brand needs advertising to stay healthy. The best way to create favorable publicity is to be the first brand in a new category. That’s why today’s brands are built with publicity first and maintained by advertising.Ī new brand must be capable of generating favorable publicity in the media, or it won’t have a chance in the marketplace. What others say about your brand is more potent than what you can say about yourself. Summary: The birth of a brand is achieved with publicity, not advertising. Unsurprisingly, when you make only submarine sandwiches, you get pretty good at making submarine sandwiches. Subway founder Fred Deluca narrowed his focus to one type of sandwich, the submarine sandwich, which helped him perfect his entire operation. Many small-town delicatessens try to carry everything to appeal to a broader market. Summary: A brand becomes stronger when you narrow its focus. In the long term, expanding your brand will diminish your power and weaken your image. If you want to build a powerful brand in the minds of consumers, you need to contract your brand, not expand it. But trying to be all things to everyone undermined the power of the brand. Chevrolet used to be the largest-selling automobile brand in America. When you put your brand name on everything, that name loses its power. Summary: The power of a brand is inversely proportional to its scope. The 22 Immutable Laws of Branding SummaryĪ successful brand is based on singularity, creating in the mind of the prospect the perception that there is no product on the market quite like your product. The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world.
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