When you call a book The 22 Immutable Laws of Branding, you’re pretty much ruling out Oprah’s Book Club as potential buyers.
This book is centered on the importance of Focus for brands.
The more-targeted the idea, the more likely your brand will reach its audience.
This is a book for a narrow demographic: entrepreneurs, top managers, and public-relations directors.
Coauthor Al Ries comes off like the eccentric genius that most of these managers keep in a basement office, only listening to when necessary.
When he says, “The power of a brand is inversely proportional to its scope,” and hectors managers with the idea that “customers want brands that are narrow in scope”, you know he’s right (he backs himself up with dozens of examples), and you know it’s the last thing powerful, expansion-minded businesspeople want to hear.