What a busy week. Hope all is well for my fabulous brand builders out there. As promised, I will briefly talk about the second law of branding: The Law of Contraction.

In the masterful book written by Al Ries, The 22 Laws of Branding, the second law of branding suggests that a brand becomes stronger when you narrow its focus. Ries expounds on the first law of branding: The Law of Expansion, reinerating that when you put your name on everything, you lose your brands essence and power, at least with those of us with discerning tastes. A powerful branding program always starts by contracting the category, not expanding it.

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