Laws of Big Time Branding
First Law of Big Time Branding: Brands are not about you. Brands are about them.
Second Law of Big Time Branding: If the branding is wrong, so is everything else.
Third Law of Big Time Branding: Advertising grabs their minds. Branding gets their hearts.
Fourth Law of Big Time Branding: Build from your strengths.
Fifth Law of Big Time Branding: If you can't articulate it, neither can anyone else.
Sixth Law of Big Time Branding: The success of a brand varies directly with the ability to accept the mantle of leadership.
Seventh Law of Big Time
Branding: The stronger
your brand, the less susceptible you are to pricing issues and
Ninth Law of Big Time Branding: Advertising is not branding. Branding is branding. Advertising raises the awareness of the brand you create.
Tenth Law of Big Time Branding: There is no such thing as co-branding.
First Law of Media Hype: Just because you've heard about it doesn't mean it's well-branded. Branding and awareness are not the same thing.
First Law of Web Branding: The more you niche, the better you do.
Second Law of Web Branding: If you don't get them on the first page, you don't get them at all.
Inverse Theory of Branding: The smaller your budget is, the stronger your brand must be.
The Biggest Leap You'll Ever Make: Your product is not your brand. Your brand is your brand. Your products are proof of your brand's promise.
Frankel's Pricing Heresy: Price Strategy is no strategy. The more reasons you give them to buy, the less important price becomes as a factor in their purchasing decision.
Frankel's Pricing Converse Heresy: The fewer reasons you give them to buy, the more important price becomes as a factor in their purchasing decision.
Ubiquitous Brand Test: Are we doing it the <COMPANY NAME> way?
The DIY Corollary: Doing it yourself works -- for suicide.
Rob Frankel is a branding consultant, business opinion columnist, speaker and president of Frankel & Anderson, America's first 100% digital advertising and marketing agency. You can reach Rob directly through his Contact Link, see/hear samples of Killer Creative at http://www.robfrankel.com and subscribe to his blog and FrankelTIps transaction/discussion list.
©2009, RobFrankel, http://www.robfrankel.com Contact Us