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The law of division from "summary" of The 22 Immutable Laws of Branding by Al Ries,Laura Ries
The law of division highlights the crucial importance of narrowing the focus of a brand in order to achieve success in a crowded marketplace. Brands that try to be all things to all people often end up being nothing to anyone. It is essential for a brand to stand for something specific and meaningful in the minds of consumers. By dividing a market and focusing on a specific niche, a brand can differentiate itself from competitors and create a strong, memorable identity. This law emphasizes the need for brands to avoid entering markets where they will be overshadowed by larger, more established competitors. Instead, brands should se...
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