Building Strong Brands

What Makes A
Great Brand?
2

GREAT BRANDS ... offer Different and Better

products and services
Brand preference in percentage

Blind taste test

45%

55%

Open taste test

75%

25%

GREAT BRANDS ... have both high Respect

Lovemarks
inspire
Loyalty
beyond
and high Love

Reason

Source: Kevin Roberts, the future beyond lovemarks, 2005 Saatchi & Saatchi

GREAT BRANDS ... have both high Respect and high Love

Source: Kevin Roberts, the future beyond lovemarks, 2005 Saatchi & Saatchi

GREAT BRANDS ... tell a Story that Connect and Engage

GREAT BRANDS ... Communicate a Big Idea Consistently over time

1955

Marlboro

1991

1971

1996

1980

2003

GREAT BRANDS ... have strong Icons and Images

GREAT BRANDS ... CREATE LOYALTY BEYOND REASON

10

What Makes A Great Brand?

1.
2.
3.
4.
5.
6.

Offer Different and Better products and service

Have both high Respect and high Love
Tell a Story that Connect and Engage
Communicate a Big Idea Consistently over time
Have strong Icons and Images
CREATE LOYALTY BEYOND REASON

11

The Worlds 10 Most Valuable Brands

Source:

Best Global Brands 2011

The 22 Immutable Laws of Branding*

1. The Law of Expansion when you put your brand
name on everything, that name loses its power
Jack Daniels

How do you expand?

*a book by Al Ries and Laura Ries

The 22 Immutable Laws of Branding*

2. The Law of Contraction - a brand becomes
stronger when you narrow its focus (does not
necessarily mean that you should carry a limited line)
Starbucks offers 30 different types of coffee

*a book by Al Ries and Laura Ries

The 22 Immutable Laws of Branding*

3. The Law of Publicity The birth of a brand is
achieved with publicity, not advertising

*a book by Al Ries and Laura Ries

The 22 Immutable Laws of Branding*

4. The Law of Advertising once born, a brand
needs advertising to stay healthy
The market leader
syndrome

*a book by Al Ries and Laura Ries

The 22 Immutable Laws of Branding*

5. The Law of the Word a brand should strive to
own a word in the mind of the consumer

driving

prestige
safety

Your brand name stands for the category:

Xerox, Scotch tape
*a book by Al Ries and Laura Ries

The 22 Immutable Laws of Branding*

6. The Law of Credentials the crucial ingredient
in the success of any brand is its claim to
authenticity

7. The Law of Quality Quality if important, but

brands are not built by quality alone

8. The Law of the Category A leading brand

should promote the category, not the name

9. The Law of the Name In the long run a brand

is nothing more than a name
*a book by Al Ries and Laura Ries

The 22 Immutable Laws of Branding*

10.The Law of Extensions the easiest way to
destroy a brand is to put its name on everything

11.The Law of Fellowship in order to build the

category, a brand should welcome other brands

12.The Law of the Generic one of the fastest

routes to failure is giving a brand a generic name

13.The Law of the Company Brands are brands.

Companies are companies. There is a difference

*a book by Al Ries and Laura Ries

The 22 Immutable Laws of Branding*

14.The Law of Sub-brands What branding
builds, sub branding can destroy

15.The Law of Siblings there is a time and a place

to launch a 2nd brand

16.The Law of Shape A brands logotype should be

designed to fit the eyes. Both eyes.

17.The Law of Color A brand should use a color

that is the opposite of its major competitors

*a book by Al Ries and Laura Ries

The 22 Immutable Laws of Branding*

18.The Law of Borders There are no barriers to
global branding. A brand should know no borders

19.The Law of Consistency A brand is not built

overnight. Success is measured in decades, not
years.

20.The Law of Change Brands can be changed,

but only infrequently and only very carefully

*a book by Al Ries and Laura Ries

The 22 Immutable Laws of Branding*

21.The Law of Mortality No brand will live
forever. Euthanasia is often the best solution

22.The Law of Singularity The most important

aspect of a brand is its single-mindedness

*a book by Al Ries and Laura Ries