Every name generated follows principles from the landmark book by Al Ries and Laura Ries. These timeless laws guide successful brand building:
1
The Law of Expansion
The power of a brand is inversely proportional to its scope. Stay focused.
2
The Law of Contraction
A brand becomes stronger when you narrow the focus. Specialists win.
3
The Law of Publicity
The birth of a brand is achieved with publicity, not advertising.
4
The Law of Advertising
Once born, a brand needs advertising to stay healthy and defend its position.
5
The Law of the Word
A brand should strive to own a word in the mind of the consumer.
6
The Law of Credentials
The crucial ingredient in the success of any brand is its claim to authenticity.
7
The Law of Quality
Quality is important, but brands are not built by quality alone.
8
The Law of the Category
A leading brand should promote the category, not the brand.
9
The Law of the Name
In the long run, a brand is nothing more than a name in the mind.
10
The Law of Extensions
The easiest way to destroy a brand is to put its name on everything.
11
The Law of Fellowship
In order to build the category, a brand should welcome other brands.
12
The Law of the Generic
One of the fastest routes to failure is giving a brand a generic name.
13
The Law of the Company
Brands are brands. Companies are companies. There is a difference.
14
The Law of Subbrands
What branding builds, subbranding can destroy. Keep brands separate.
15
The Law of Siblings
There is a time and place to launch a second brand—as a sibling, not an extension.
16
The Law of Shape
A brand's logotype should be designed to fit the eyes, not the mind.
17
The Law of Color
A brand should use a color that is the opposite of its major competitor's.
18
The Law of Borders
There are no barriers to global branding. A brand should know no borders.
19
The Law of Consistency
A brand is not built overnight. Success is measured in decades, not years.
20
The Law of Change
Brands can be changed, but only infrequently and only very carefully.
21
The Law of Mortality
No brand will live forever. Euthanasia is often the best solution.
22
The Law of Singularity
The most important aspect of a brand is its single-mindedness.