Brand Yourself: Law of Category


A leading brand should promote the category, not the brand.

This is a bit of a paradox…so bear with us.

Branding is widely perceived as the process of capturing a bigger share of an existing “market.”

– 22 Immutable Laws of Branding.

The most effective use of marketing is to create a new “category” or idea that people will be able to sink their teeth into.  In order to do that, we need to narrow our focus.  We don’t necessarily have to start with something totally new, but it wouldn’t hurt.

Politics is a pretty well trodden path.  There isn’t much of a chance that something “ground-breaking” comes into play, but that doesn’t mean that your idea won’t come with a firestorm of support.  All it takes is passion from a small number of people to ignite the hearts of many.

In order to help you with that, here are a couple things you could do:

  1. Launch the idea, and yourself, in a way that seems like you were the first.  Be enthusiastic.  Culminate the ideas of many into one idea that you can own.  Don’t focus on the effects or hardships of the past, learn from them, but shape your idea as the vessel for a brighter future.  Be a pioneer.
  2. You have to promote this new idea.  Don’t let others do the talking for you.  Be the one of the front line answering questions, be the one who is painting the image of the future.  A good leader has vision, show your vision to your audience.

People who observe politics don’t really care about new politicians (I say that with a slight wince, because I am taking for granted that everyone is thinking for themselves), they actually care about the politicians ideas and the effects they will have.

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To read the full book “The 22 Immutable Laws of Branding” please click the book below:

The 22 Immutable Laws of Branding

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web.

The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands.

The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand

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