ChangeLog – Jon Chase's blog

UPDATE Looking for more marketing books? Here’s a list of good ones that I’ve read recently (or am planning to read).

I just read The 22 Immutable Laws of Branding and was happy that I set aside a couple of hours to do so.

I’m currently working on a new product and a lot of the material was relevant to me. I’ve read a few books on marketing, but nothing specifically on branding. This book has whet my appetite for more.

Here are my notes:

• Generate publicity, not advertising. Best way to get publicity? Announce a new category, not a new product.
• Claim your product is a "leader", not "better". All products claim they are better, but you can’t argue with leader.
• Own a word. Like "luxury".
• Perception of quality is built by a narrowly focused brand, a high price, and a better name.
• Promote the category, not the brand, and be first in the category so that your brand is associated with the category.
• Expand a brand, reduce its power. Contract a brand, increase its power.
• Welcome other brands in order to build the category.
• Generic brand name = bad
• Select a brand color opposite of that of your main competitor’s.
• Consistency is key. Never change your brand, ever.
• What’s a brand? A proper noun that can be used in place of a word.