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The law of the line from "summary" of The 22 Immutable Laws of Branding by Al Ries,Laura Ries
The law of the line is a crucial concept in branding that emphasizes the importance of a clear, focused brand image. This law states that a brand should stand for one thing in the mind of the consumer. Trying to be all things to all people is a recipe for failure in branding. Brands that try to be everything end up being nothing. Consumers are bombarded with countless messages and options every day, and a brand that is not clear and consistent in its message will get lost in the noise. In order to be successful, a brand must establish a clear, singular identity that sets it apart from the competition. This concept is illustrated by the idea of a line. Ima...
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