Everyone knows that building your product or service into a bona fide brand is the only way to stand out in today;s insanely crowded marketplace. The only question is how do you do it? This is the definitive text on branding, distilling complex theories and principles behind this key marketing term into in twenty-two easy-to-read vignettes.

About the author: Al Ries is one of the world's best-known marketing strategists. He is the co-author of such best-selling books as The Battle for your Mind; Marketing Warfare; and The 22 Immutable Laws of Marketing, and the author of Focus: The Future of Your Company Depends on It.

The Law of Expansion The power of a brand is inversely proportional to its scope. If you want to build a powerful brand in the minds of consumers, you need to contract your brand, not expand it. In the long term, expanding your brand will diminish your power and weaken your image.

The Law of Contraction A brand becomes stronger when you narrow its focus. If you want to be rich, you have to do what rich people did before they were rich—you have to find out what they did to become rich. If you want to have a successful company, you have to do what successful companies did before they were successful. As it happens, they all did the same thing. They narrowed their focus.