Hacker News Comments on
The 22 Immutable Laws of Branding
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All the comments and stories posted to Hacker News that reference this book.A couple that might be worth considering:https://www.amazon.com/22-Immutable-Laws-Branding/dp/0060007...
https://www.amazon.com/Positioning-Battle-Your-Mind-Annivers...
https://www.amazon.com/Differentiate-Die-Survival-Killer-Com...
https://www.amazon.com/What-Sticks-Advertising-Guarantee-Suc...
https://www.amazon.com/Made-Stick-Ideas-Survive-Others/dp/14...
⬐ wellthisisgreatThank you! How did you like 22 immutable laws? I saw it recommended elsewhere too.⬐ mindcrimeIt's been a while (several years) since I read it, so my memory of specifics is kinda fuzzy. But I recall a generally favorable impression of it. Enough that I'll probably go back and re-read it at some point.
Wrong, very wrong. Generic names say that you are generic, not special.Al Ries[0] describes this as the "The Law of Generic": a brand dilutes itself when it tries to refer to a generic category because it doesn't distinguish itself from competition. He gives 2 examples. There was a company making biscuits that called themselves National Biscuits Company. They abbreviated that to Nabisco and became a brand. There was a company making electrical appliances that used to call themselves General Electric Company. They abbreviated that to GE and became a brand.
[0] https://www.amazon.com/22-Immutable-Laws-Branding/dp/0060007...
⬐ eightturnTell that to Nuts.com, Diapers.com, Rover.com, Soap.com, Fabric.com, PoolTables.com....⬐ zachrose⬐ xapataThis is my first time hearing about all of those. The only one I remember is Pets.com.That hypothesis is difficult to falsify and therefore difficult to believe. Can you give an example company that can serve as a proxy for the counterfactual National Biscuit Company that never changed its name?⬐ diego_moita> Can you give an example company that can serve as a proxy for the counterfactual National Biscuit Company that never changed its name?If I could then it would be an evidence that the thesis is false. Look around, among most successful sites and companies in the world which one as a clearly generic name?
⬐ bildungMinnesota Mining and Manifacturing (3M)?Industrial Business Machines (IBM)?
⬐ xapata⬐ xapataNo, the other way. A company that kept the long name and thereby failed. Specifically because of the bad brand and not for other reasons.Name one that kept the generic name and failed because if it.An alternative explanation is that large companies like to copy each other, not because it's a good idea, but simply because they're afraid to be different. Most people like to conform.
All very true. Also a very good, practical and easy read:"The 22 Immutable Laws of Branding" http://www.amazon.com/gp/product/0060007737/