title: The 22 Immutable Laws of Branding
author:  Al Ries 
description: Indispensable to anyone seeking to build a business into a recognized brand. (--Philip J. Romano, CEO, Romano Enterprises)<br /><br />Al Ries demonstrates that marketers need two skills: building a brand and keeping it alive. Through stellar company profiles and keen insights, this book will show them how. (--Philip Kotler, Professor of International Marketing, J.L. Kellogg Graduate School of Management, Northwestern University)<br /><br />Anyone looking to market their comapay successfully has to read The 22 Immutable Laws of Branding. (--Patrick M. Sullivan, CEO, SalesLogix)<br /><br />Provides a worthwhile addition to the branding library. This books worth buying. (--Atlanta Business Chronicle)<br /><br />If you want to...lasso consumers and burn brand identity into their minds, read this book. (--Advertising Annual 1999)
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  ![](Images/image00129.jpeg)
  
    
    
  
  _Dedicated to Mary Lou and Scott._
  
   **Contents**
  
  * * *
  
    
  
  Introduction
  
    
    
  
   **The 22 Immutable Laws of Branding**
  
    
  
  > > 1 The Law of Expansion
  
    
  
  > > 2 The Law of Contraction
  
    
  
  > > 3 The Law of Publicity
  
    
  
  > > 4 The Law of Advertising
  
    
  
  > > 5 The Law of the Word
  
    
  
  > > 6 The Law of Credentials
  
    
  
  > > 7 The Law of Quality
  
    
  
  > > 8 The Law of the Category
  
    
  
  > > 9 The Law of the Name
  
    
  
  > > 10 The Law of Extensions
  
    
  
  > > 11 The Law of Fellowship
  
    
  
  > > 12 The Law of the Generic
  
    
  
  > > 13 The Law of the Company
  
    
  
  > > 14 The Law of Subbrands
  
    
  
  > > 15 The Law of Siblings
  
    
  
  > > 16 The Law of Shape
  
    
  
  > > 17 The Law of Color
  
    
  
  > > 18 The Law of Borders
  
    
  
  > > 19 The Law of Consistency
  
    
  
  > > 20 The Law of Change
  
    
  
  > > 21 The Law of Mortality
  
    
  
  > > 22 The Law of Singularity
  
    
    
  
   **The 11 Immutable Laws of Internet Branding**
  
    
  
  > > 1 The Law of Either/Or
  
    
  
  > 