The 22 Immutable Laws of Branding

Marketing strategist who developed positioning with Jack Trout and later ran the consultancy Ries & Ries; died in 2022.

Positioning: The Battle for Your Mind argues that a brand competes for one specific slot in a customer's memory rather than on a list of product attributes, and that a challenger wins by occupying an empty slot instead of attacking the leader head-on. Focus makes the connected case that companies lose pricing power when they stretch a brand across categories.

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