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《The 22 Immutable Laws of Branding: How to Build a》When you call a book The 22 Immutable Laws of Branding, you're pretty much ruling out Oprah's Book Club as potential buyers. (Not that Oprah herself isn't a terrific brand.) This is an audiobook for a narrow demographic: entrepreneurs, top managers, and public-relations directors. Coauthor Al Ries comes off like the eccentric genius that most of these managers keep in a basement office, only listening to when necessary. When he says, "The power of a brand is inversely proportional to its scope," and hectors managers with the idea that "customers want brands that are narrow in scope," you know he's right (he backs himself up with dozens of examples), and you know it's the last thing powerful, expansion-minded businesspeople want to hear. Coauthor Laura Ries, his daughter and marketing-firm partner, also reads sections. (Running time: 1.5 hours, one cassette) ——Lou Schuler ——This text refers to an out of print or unavailable edition of this title.

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当你收缩重点时，好事情就会发生。

但当你的广告中说“我们的产品是领先者”时会发生什么呢？潜在消费者会想些什么呢？

“它一定比其他的更好。”

而且大家都知道在一个热爱自由、民主和机会均等的国家里，较好的产品总是会胜出的。

这就是你创建一个品牌的方法。将目标缩小到市场的一小部分。然后让你的品牌名称代表这一品类（通用性的效果），与此同时，通过宣传品类的优点一而不是品牌的优点，来扩大这个品类。

最大的错误往往发生在选择品牌名称的时候，比如在选择品牌名称时注重视觉而忽略语言。

主管人员经常对排版设计后安装在泡沫板上的特定的品牌名称的标志图案评头论足。

但是，绝大多数的品牌名称是通过语言传播的，而不是通过视觉图案传播的。一般来讲，平均每个人听收音机及电视播音的时间是他看杂志和报纸的9倍。

书籍介绍

《The 22 Immutable Laws of Branding: How to Build a》When you call a book The 22 Immutable Laws of Branding, you're pretty much ruling out Oprah's Book Club as potential buyers. (Not that Oprah herself isn't a terrific brand.) This is an audiobook for a narrow demographic: entrepreneurs, top managers, and public-relations directors. Coauthor Al Ries comes off like the eccentric genius that most of these managers keep in a basement office, only listening to when necessary. When he says, "The power of a brand is inversely proportional to its scope," and hectors managers with the idea that "customers want brands that are narrow in scope," you know he's right (he backs himself up with dozens of examples), and you know it's the last thing powerful, expansion-minded businesspeople want to hear. Coauthor Laura Ries, his daughter and marketing-firm partner, also reads sections. (Running time: 1.5 hours, one cassette) ——Lou Schuler ——This text refers to an out of print or unavailable edition of this title.