"Marketing is building a brand in the mind of the prospect," the authors write. "If you can build a powerful brand you will have a powerful marketing program. If you can't, then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective." A no-holds-barred look at a diverse collection of successful--and not-so-successful--branding efforts undertaken by these and other high-profile firms, their book distills the most critical principles involved into a series of clear rules with straightforward titles such as The Law of Expansion, The Law of Contraction, The Law of Consistency, and The Law of Mortality.
Smart and accessible, The 22 Immutable Laws of Branding is one of the definitive texts on branding, drawing on anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken.