Am höchsten bewertete kritische Rezension
Some valid points, but also too repetitive
am 24. Juni 2015
This book boils down to a few points, that are repeated many times. 22 laws? Probably a lot fewer.
- The more focused a brand is, the more powerful it is. A brand's power is determined by the customer. If your brand is unfocused, the brand image is weaker. For example, What’s a Chevrolet? A large, small, cheap, expensive car or truck.
- A narrow focus can lead to advantages: Greater selection than competitors in your category, better purchasing deals, cheaper prices than competitors. ---> Dominate the category
- Publicity more important than advertisements
Great way to generate publicity is by being the first brand in a category.
- Be the first to dominate your category, use advertising budget as a defence against competition. Basically you use advertisement to remind people you're already number one, the original, the real thing.
- A brand should strive to own a word in the mind of the consumer. You have to reduce the essence of your brand to a single thought or attribute. An attribute that nobody else already owns in your category. For example, Volvo is konwn for safety, BMW for being the ultimate driving machine.
- Authenticity and credentials. The leading brand usually gets automatic authenticity. When you don't have the leading brand, create a new category in which to claim leadership.
- The easiest way to destroy a brand is to put its name on everything. If you absolutely have to enter new categories, launch a new brand. Don't wind up with a Miller Lite. You want to make each brand as different and distinct as possible.
These are some of the good points made, the book could have been more concise however. Also, here an example of something the authors got wrong:
An exceprt from the book: --- When asked by Fortune magazine what unique opportunities Compaq was looking at, the new CEO, Michael Capellas, said: “You’ll start to see devices converge. Who in the world doesn’t want to have their PalmPilot, their telephone, and their CD player all wrapped into one so they don’t have to carry three things on their belt?”
It will never happen. Technologies don’t converge. They diverge. Yet the hype marches on. ---
This was towards the end of the book, in the 2002 addition, I believe. So a mere 5 years later smartphones showed up and it turns out the Compaq CEO was right. Technologies can converge and people do want a single device that can rule them all.