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11 Immutable Laws of Internet Branding by Laura Ries

1. Brands are cold, silent, lifeless. Be the Donald Trump. Be the Steve Jobs. As the CEO you can make your brand famous if you become famous.
2. When building an Internet brand, you have to think category first and brand second. Customers are not primarily interested in companies, in brands, or even in websites. They are primarily interested in categories.
3. If you want to be the leader in a category, you first have to tell the prospect what the category is.
4. Be a global brand. Amazon means books in all countries. Books.com means books in only English speaking countries. But it is still important to have a national identity as well. Ex. Rolex is a global brand with a Swiss identity. Volvo global brand with Swedish identity. Maybe be the global brand with the Austin, TX identity.
5. Divergence is consistent with nature—nature tends towards chaos. All-in-one (convergent) type products/brands will always be there, but it makes more sense to go with nature. Convergent solutions drive like a boat and floats like a car.

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