So who makes the best tires? “It must be Goodyear,” thinks the consumer. A consistent theme of Goodyear advertising over the years has been “#1 in tires”. The law of advertising – Once born, a brand needs advertising to stay healthy. With virtually no advertising, but with massive amounts of publicity, the Body Shop has become a powerful global brand. Anita Roddick created the Body Shop in 1976 around the concept of “natural” cosmetics, made of pure ingredients, not tested on animals, and kind to both the environment and the people indigenous to the communities in which the products originated. The law of publicity – The birth of a brand is achieved with publicity, not advertising. What did Howard Schultz do? In an incredible burst of business creativity, he opened a coffee shop that specialized in, of all things, coffee: Starbucks.
Pancakes, Muffins, Hot Dogs, Hamburgers, sandwiches, pie, ice cream, and, of course, coffee. So, what can you find in a coffee shop? Breakfast, Lunch, Dinner. Every small town in America has a coffee shop. The law of contraction – A brand becomes stronger when you narrow its focus. Expanding your brand will diminish your power and weaken your image. The law of expansion – The power of the brand is inversely proportional to its scope. Consequently, this book is at once a biography, a social history and a detective story which is a tribute to a clan and a remarkable family within that clan.The 22 Immutable Laws of Branding How to build a Product or Service into a World-Class Brand By: Al Ries and Laura Ries Summary by Jon Strande (EMAIL: BLOG: Business Evolutionist) 1. As a result her biographers have either ignored this period or glossed over it, but Hugh Douglas has carried out research in Scotland, North Carolina and Nova Scotia to build up a picture of these lost years. Flora endured as much as anyone, but she suffered it in silence. Little was recorded of the appalling suffering of women and children during this bitter war and its aftermath, despite their hardships being much worse than that of the men who were directly involved in it. Because of this reticence and the fact that she and her husband lost everything in North Carolina during the American War of Independence, it is difficult to write a conventional biography of her. She seldom spoke of the journey over the sea to Skye with Bonnie Prince Charlie and rarely used her popularity to benefit herself during her hard life.
Flora MacDonald never sought the fame that her contemporaries and history bestowed on her.
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