In 1998, Al Ries and his daughter Laura produced a book their publisher called “the branding bible…the definitive text on branding…”. The book: The 22 Immutable Laws of Branding. This is the first of 23 posts about that book.

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Another strategy for brand differentiation is assuming a leadership role in your market. Jack Trout and Steve Rivkin, in their book, Differentiate or Die, claim it’s THE most powerful differentiator.

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Want a top-notch branding resource? Here’s a site, Innovation Playground, that’s jam-packed with solid strategic content. The site owner is Idris Mootee, “a business and innovation strategist”.

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The “new” Wall Street Journal debuted last week. It features a broader editorial policy with increased “focus” on politics and international news, and on weekends, sports and culture. I think it a mistake.

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I blogged about the abstraction ladder and concluded that the branding without abstractions delivers the strongest, most relevant and most endearing brands.

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Significant branding value can be provided from an outstanding copywriter. A copywriter with a strategic bent may identify an undiscovered differentiator within the product, organization or business practice.

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BJ Bueno, author of The Power of Cult Branding, has also written a Cult Branding Workbook which is an operations manual you can use to give your brand a cult-like following.

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Like so many previous movements, “green” is a bandwagon that appeals to marketers as a way to gain positive props from customers. It works in that regard if the advertisers are really complying with the Federal Trade Commission guidelines

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Brand smart from the start: that’s my advice to any beginning organization whether it be a business or a non-profit. Branding a non-profit seems almost a sacrilegious act to some.

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This extract from a Women’s Wear Daily article bespeaks the risks involved with co-branding and adopting a celebrity as part of your brand.

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