|
The information on this page is based on the book The 11 Immutable Laws of
Internet Branding by Al Ries and Laura Ries, published in 2000 by HarperBusiness.
This site is intended as a very brief summary of some of the high points of
the book--I strongly suggest you get this book!!
- The law of either/or
 | The Internet must be a business or a medium, but not both. |
| The big names on the web are not the established brands (see Yahoo). |
| Reputation/trust, selection, and price are critical. |
| Just because you have a name (i.e., brand name) does not mean you
should be on the web. |
The law of interactivity
| The Internet as a new medium (following books, periodical, radio, and
TV) offers interactivity as the hook. |
| Moving other established communications media to the Intenet is not
working (e.g., magazines on the web). |
| Searches and providing customized information is the power of the web. |
The law of the common name
| Common names are not necessarily a hit on the Internet (e.g.,
computers.com). The same is true historically of brand names. |
The law of the proper name
| Get a good name for your site, one that stands up. |
| Common names do not work. |
| Names should be...
 | short and easy to spell. |
| simple. |
| suggestive of the category/product. |
| unique. |
| alliterative. |
| speakable. |
| shocking. |
| personalized. |
|
The law of singularity
| Unlike the traditional market, there is no room for number two on the
web. |
| A narrow focus is better than a broad one. |
The law of advertising
| Marketing your site "off" the web is critical. |
| Many sites are relying on gimmicks to get/keep customers. |
| Remember though, the user is in control, advertising can be avoided
or turned off. |
| Banner ads are fading. |
The law of globalism
| The web forces a "world view." |
| City, state, and country borders will be transcended by
selling/communicating via the web. |
| My note...I also think the web can be a great local force also. |
The law of time
| You need to be first--but do it right. |
| First doesn't mean early, you can build on others mistakes. |
The law of vanity
| Just because you are good does not mean you are the best. |
| Just because you do something well in one area (e.g., manufacturing,
selling), does not make you the best in another area (building a web
presence). |
The law of divergence
| Newspapers, radio, and TV never merged, why should the Internet. |
| There will be many angles and opportunities for doing things on the
Internet. |
The law of transformation
| The Internet will transform us. |
| Read the book for some interesting thoughts!!!! |
|