12. Law of line extension. There is an irresistible pressure to extend the value of the brand.
The idea is not to leverage multiple products under one brand or put the same name. It happens that people have a good product, good brand and want to extend the line to new products.
Coca eg in the form although small mark on all its lines, has a name like Fanta, Dasani, etc, etc, etc. It is not Coca Orange, Coca Water, etc, etc, etc.
Got that? Does not extend the line. Besides running the risk that if your brand ends with a problematic product, ALL brand image is harmed. If Fanta dies, poor Fanta, Coca-Cola Coca-Cola … but is not greatly harmed the image. OK?
13. Law of sacrifice. It must necessarily give one thing to get another one.
It’s that simple, you can not have everything as a trademark. If we want to be the best Yogurt with flakes, we can not be the best low-fat yogurt. The mark must rely on something you want to highlight and sacrifice another. If we have a company car and the cars are “safer” can not be “the fastest, safest, beautiful, large, etc..”
14. Law of the attributes. For each attribute there is an opposite, equally effective.
The brands have attributes that should be highlighted, then our attribute must be different from the competition. If competition is prominent for the case “fast” then we can take the attribute of having the case “insurance.” In a way, a fast car is not very safe (try to hit 230km / h against a wall) then you can use another attribute and so posicionarmejor the mark.
15. Law of candor. When you admit a negative, the potential client will be granted in exchange for something positive.
Recognize anything negative or being honest with the client generates confidence. It’s better than before to sell smoke, the client knows that the brand is reliable. We return to the case of AVIS, they did not say “we are the best company” make it clear which are the second and so they try harder. Gross sincerity, pure and effective!
16. Law of singularity. In each situation, only one move will produce substantial results.
A single action will be marked with a date to glory. That play is not known at what time will but make a difference and generate a substantial change is a simple law that says a lot.
17. Act as essential. Unless you write the plans of their competitors, you can not predict the future.
For more analysis, evaluations and so on, we’ll never know how competitors will act, so even is important not to try to use the same strategies. The surprise factor can be catastrophic. There try to mimic their actions and they change radically, we were left standing as bad marks. The competition can act as you want and that we’ll never know for sure.
18. Law of Success. The success usually precedes the arrogance, and arrogance to failure.
Many marks of success because they become arrogant, this leads to failure, what is called “he fumes rose.” Not to be (or think we are) successful and we are complete. The brand, company and the world need to go change and adapt, so must always follow the race.
19. Law of failure. The failure must be expected and accepted.
All brand or company at risk of failure, either a simple action such as company or brand in general. That’s life, so are the products and so we must be prepared and accept our failures.
20. Law hype. Often the situation is different as published in the press.
Many brands use the press and others to communicate their actions and how well they are. But this strategy is usually used when sales are bad, they are not accomplishing the goals, etc, etc, etc. Therefore, a mark posts something in the press, does not always mean the same thing “seems to say.”
21. Law of acceleration. Successful plans are not built on recent developments, but on trends.
There is no point jumping into a fashionable, fashions have peaks and then fall suddenly. A brand, company or product can not be created by a mere whim, for a “because I want” or “just because.” It must build on trends that are growing or to be born, thus ensuring itself a long career. The trends that last longer fads and fashions.
22. Resources Act. Without adequate funds, no idea off the ground.
Not much to say … No money, no business or marketing rather
Credit to: Mariano Cabrera Lanfranconi
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Always remember “Imagination is more important than knowledge. For knowledge is limited to all we now know and understand, while imagination embraces the entire world, and all there ever will be to know and understand.” – Albert Einstein