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The law of perspective from "summary" of The 22 Immutable Laws of Branding by Al Ries,Laura Ries
The law of perspective is crucial in the world of branding. It states that the effects of a branding effort are always greatest in the beginning. This means that when a new brand enters the market, it has the opportunity to make a big impact quickly. However, as time goes on, the impact of the brand diminishes. This is because the brand becomes more established and familiar to consumers. Many companies make the mistake of thinking that they can sustain the same level of impact over time. They pour more and more resources into their branding efforts, hoping to recapture the initial success. However, this is often a fruitless endeavor. Instead, companies should focus on creating new brands or sub-brands to continue making a big impact in the market. The law of perspective also highlights the importance of being first in a category. The first brand to establish itself in a particular category has a distinct advantage over later entrants. This is because consumers tend to associate the category with the first brand they encounter. Subsequent brands have a harder time breaking into the market and making a lasting impression. In order to leverage the law of perspective, companies must be strategic in their branding efforts. They should focus on creating a strong brand identity from the outset and make a big impact in the market quickly. By being first in a category and continually innovating with new brands, companies can maintain their competitive edge and stay relevant to consumers.- The law of perspective emphasizes the importance of timing and positioning in branding. Companies that understand this law can make smarter decisions about their branding efforts and set themselves up for long-term success in the market.
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