Well friends, all things must end. This will be the final law of The 22 Immutable Laws of Branding.

The Law of Singularity.

What is a brand? A singular idea or concept that you own inside the mind of the prospect. What's a brand? A proper noun that can be used in place of a common word. Its the singularity that helps a brand perform at its best.

Instead of an imported beer, you could ask for Heineken
Instead of a thick spaghetti sauce, you can ask for Prego
Instead of a safe car, you can ask for a Volvo

It's as simple and difficult as that.

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