13 THE LAW OF THE COMPANY
Brands are brands. Companies are companies. There is a difference.
Nothing causes as much confusion in the branding process as the proper use of a company name.
- Should the company name dominate the brand name? For example: Microsoft dominates Microsoft Word.
- Should the brand name dominate the company name? For example: Tide dominates Procter & Gamble.
- Or should they be given equal weight? For example: Gillette Sensor.
The issue of how to use a company name is at the same time simple and complicated. Simple, because the laws are so clear-cut. Complicated, because most companies do not follow the simple laws of branding and end up with a system that defies logic and results in endless brand-versus-company debates. ...
Get The 22 Immutable Laws of Branding now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
