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The law of singularity from "summary" of The 22 Immutable Laws of Branding by Al Ries,Laura Ries
The law of singularity is all about being different. In today's crowded marketplace, it's not enough to simply be better than the competition. You must be different. You must stand out. You must be unique. Take a look at some of the most successful brands in the world. What do they all have in common? They are all unique in some way. They have carved out a niche for themselves and staked their claim on that position. Think about Coca-Cola. It's not just a soda, it's a lifestyle. It's a feeling. It's an experience. Coca-Cola has managed to create a brand that is so unique, so singular, that it has become a cultural icon. Or consider Apple. Apple ...
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