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#1 The power of a brand is inversely proportional to its scope. When you put your brand name on everything, that name loses its power. The emphasis in most companies is on the short term, but line extension, megabranding, and variable pricing are being used to milk brands rather than build them.

#2 The masterbrand, superbrand, and megabrand concepts are often used to justify line extension. But people don’t think this way. They try to assign one brand name to each product, and they are not consistent in how they assign such names. They tend to use the name that best captures the essence of the product.

#3 Every small town in America has a coffee shop. In larger cities and towns, you can find delis on every block. What can you find to eat in a deli. Everything. Soups, salads, hot and cold sandwiches, three types of roast beef, four types of ham, five types of cheese.

 

#4 Good things happen when you contract your brand rather than expand it. When you narrow your focus, you become more powerful. Rich people buy expensive houses and cars, but that doesn’t make them rich. Instead, they buy into the lifestyle.

Summary of Al Ries & Laura Ries's The 22 Immutable Laws of Branding

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