Salah satu buku rujukan branding ialah buku karangan 2 orang tokoh Marketeer - Al Ries dan Laura Ries. Buku mereka "The 22 Immutable Laws of Branding" menjadi rujukan bagi mereka yang ingin menongkah arus dalam meletakkan brand yang mereka wakili.
Salah satu 22 "Undang-undang" ini yang terdapat dalam buku ini ialah "Undang-undang" nombor 3 - The Law of Publicity:
But what worked in the past doesn't necessarily work today. We live in an over communicated society where each of us gets hit with hundreds of commercial messages daily...And just how do you generate publicity? The best way to create publicity is by being the first...When your brand can make news, it has a chance to generate publicity. And the best way to make news is to anounce a new category, not a new product.
Antara yang d sebut dalam buku ini ialah:
- CNN - first cable tv network
- Compaq - first portable PC
- Hertz - first rental car company
- Time - first weekly news magazine
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