Powerful ideas from top nonfiction
Try Blinkist to get the key ideas from 7,500+ bestselling nonfiction titles and podcasts. Listen or read in just 15 minutes.
Get started
Blink 3 of 8 - The 5 AM Club
by Robin Sharma
Listen to the Intro
The 22 Immutable Laws of Branding summary
Al Ries
Laura Ries
Bite-sized branding tips from a dynamic marketing duo
25 mins
Brief summary
The 22 Immutable Laws of Branding by Al Ries and Laura Ries explains the laws that every brand needs to follow for success. It outlines practical strategies for building and maintaining a strong brand identity in an ever-evolving market.
Topics
Table of Contents
The 22 Immutable Laws of Branding
Summary of 9 key ideas
Audio & text in the Blinkist app
Key idea 1 of 9
Brands become stronger the more narrowly focused they are.
What’s the first thing that you think of when you hear the word Chevrolet? If you’re having trouble crystallizing a clear image in your mind, you’re not alone. That’s because Chevrolet produces a large range of products from small and affordable to large and luxurious cars.
This is a great example of the Law of Expansion, the first law of branding that we’ll explore in these blinks. It states that a brand becomes weaker as it expands and loses focus.
So why did Chevrolet dilute the strength of its brand?
Like most companies, it put short-term interests ahead of long-term strategy. Expansion allowed the firm to sell more cars in the short run. But what initially seemed like a boon turned out to be a mistake in the long run, because it weakened the brand name. Sales declined dramatically from 1.5 million cars in 1987 to 0.83 million vehicles in 2001.
A company’s brand grows stronger when it narrows its focus. That’s the second law, the Law of Contraction.
Take delis. While there are millions of them all across the United States, there’s no nationwide deli chain with a strong brand. That’s easy enough to explain in terms of the first law. Delis typically feature a wide range of products, from sandwiches and soups to bagels, muffins, doughnuts, cookies, ice cream, beverages, newspapers, cigarettes and lottery tickets – pretty much anything and everything!
The company that comes closest to a national deli brand is Subway. Its growth exemplifies the second law. Founded in 1965 by Fred DeLuca, it took a novel approach to the idea of a deli and radically stripped back the range of products on offer to just one item: the submarine sandwich.
The move was a savvy one and Subway has gone on to enjoy phenomenal success. By 2001, it had 12,629 stores across the United States, a number only topped by McDonald’s.
Like Subway, the most recognizable brands are those which develop a singular focus. Call it the Law of Singularity. That’s the third law of branding.
Strong branding makes product names synonymous with an everyday object or idea. Think of the way that the brand name Prego can stand in for “thick spaghetti sauce,” for example. Or the way in which an expensive Swiss watch is interchangeable with the name Rolex.
If a brand’s core identity is strong enough, even brands like Walmart that sell a dizzying array of products can distinguish themselves. How does that work? Well, Walmart still has a singular focus. Every product on its shelves is there because it embodies the company’s ethos of focusing on low prices.
Want to see all full key ideas from The 22 Immutable Laws of Branding?
Key ideas in The 22 Immutable Laws of Branding
More knowledge in less time
Read or listen
Get the key ideas from nonfiction bestsellers in minutes, not hours.
Find your next read
Get book lists curated by experts and personalized recommendations.
Shortcasts New
We’ve teamed up with podcast creators to bring you key insights from podcasts.
What is The 22 Immutable Laws of Branding about?
The 22 Immutable Laws of Branding (1998) is a practical, hands-on guide to the dos and don'ts of branding. Covering 22 memorable bite-sized nuggets of wisdom, these blinks provide an overview of the all-too-common mistakes made by marketers and showcases the tricks of the trade used by the most successful brands to assert their dominance in ultra-competitive markets.
The 22 Immutable Laws of Branding Review
The 22 Immutable Laws of Branding (2002) is a must-read for anyone interested in building a successful brand. Here's why this book stands out:
- With its practical strategies and insights, it offers a roadmap for creating a strong and enduring brand that stands out in a crowded market.
- Backed by numerous case studies, it demonstrates how following these laws can lead to increased brand recognition and customer loyalty.
- By exploring the underlying principles behind successful brands, the book provides readers with a deeper understanding of what makes brands truly memorable and impactful.
Best quote from The 22 Immutable Laws of Branding
Customers dont really care about new brands, they care about new categories.
—Al Ries and Laura Ries
Who should read The 22 Immutable Laws of Branding?
- Entrepreneurs looking for tips on positioning their brand
- Anyone who’s ever wondered how advertising works
- Anyone interested in communication and marketing
Categories with The 22 Immutable Laws of Branding
Book summaries like The 22 Immutable Laws of Branding
People ❤️ Blinkist
Sven O.
It's highly addictive to get core insights on personally relevant topics without repetition or triviality. Added to that the apps ability to suggest kindred interests opens up a foundation of knowledge.
Thi Viet Quynh N.
Great app. Good selection of book summaries you can read or listen to while commuting. Instead of scrolling through your social media news feed, this is a much better way to spend your spare time in my opinion.
Jonathan A.
Life changing. The concept of being able to grasp a book's main point in such a short time truly opens multiple opportunities to grow every area of your life at a faster rate.
Renee D.
Great app. Addicting. Perfect for wait times, morning coffee, evening before bed. Extremely well written, thorough, easy to use.
People also liked these summaries
4.7 Stars
Average ratings on iOS and Google Play
36 Million
Downloads on all platforms
10+ years
Experience igniting personal growth
The 22 Immutable Laws of Branding FAQs
What is the main message of The 22 Immutable Laws of Branding?
The main message of The 22 Immutable Laws of Branding is the importance of building and maintaining a strong brand identity.
How long does it take to read The 22 Immutable Laws of Branding?
The estimated reading time for The 22 Immutable Laws of Branding is a few hours. The Blinkist summary can be read in just 15 minutes.
Is The 22 Immutable Laws of Branding a good book? Is it worth reading?
The 22 Immutable Laws of Branding is worth reading for its valuable insights into brand building. It offers practical advice and real-world examples.
Who is the author of The 22 Immutable Laws of Branding?
The authors of The 22 Immutable Laws of Branding are Al Ries and Laura Ries.
What to read after The 22 Immutable Laws of Branding?
If you're wondering what to read next after The 22 Immutable Laws of Branding, here are some recommendations we suggest:
- Positioning by Al Ries and Jack Trout
- Better Brand Health by Jenni Romaniuk
- The 22 Immutable Laws of Marketing by Al Ries and Jack Trout
- What Great Brands Do by Denise Lee Yohn
- The 7 Habits of Highly Effective People by Stephen R. Covey
- Tell Yourself a Better Lie by Marisa Peer
- Getting to Yes by Roger Fisher
- Think and Grow Rich by Napoleon Hill
- How to Grow Your Small Business by Donald Miller
- Tribe of Mentors by Tim Ferriss