Critical updates on branding, video, and how to combine them to drive brand value.
The Color of Money 💵
Published 9 days ago • 2 min read
Critical updates on branding, video, and how to combine them to drive brand value.
The 22 Immutable Laws of Branding
17 / The Law of Color
Ever notice how most "safe" corporate brands look like they all shopped at the same "Industrial Blue" outlet?
Well, that's an extreme example of what we meant.
Working in marketing, it’s tempting to pick a color because it feels "professional" or "trustworthy." But if your biggest competitor already owns that shade of blue, your "safe" choice is actually a one-way ticket to invisibility. So what do you do? Well, you crack open your trusty copy of The 22 Immutable Laws of Branding and head straight to Chapter 17.
The Law of Color / A brand should use a color that is the opposite of its major competitor’s.
The Palette of Perception
In the book, the Rieses explain that while managers often pick colors based on "mood," the real goal should be identity. It's not about getting the right color as much as getting the only color of its kind in your category.
Choose a color that helps you get a step ahead of your competitors.
According to the authors, different colors carry distinct psychological weight:
Red: The color of energy and excitement. It’s a "retail" color that actually appears to move toward the eye.
Blue: The opposite of red. It’s peaceful, tranquil, and "corporate." It appears to move away from the eye.
Green: The color of the environment and health.
Yellow: The brightest color, used to communicate caution or grab immediate attention.
Black: The color of luxury and sophistication.
White: The color of purity and cleanliness.
The logic is simple—if the leader in your space is Red (Coke), you have to be Blue (Pepsi). If they are Yellow (Kodak), you go Green (Fuji). To learn more about how these colors hit the human brain, check out this deeper dive into color psychology.
Modern Rebels of the Rainbow
We see this law in action even more clearly in the digital age. When everyone zigged toward "stable and safe," the winners zagged to the opposite side of the color wheel.
T-Mobile vs. Everyone: Amid a sea of Verizon Red and AT&T Blue, T-Mobile chose Magenta. It was a rebellious move that helped position them as the "Un-carrier." They even trademarked the specific shade (Pantone Rhodamine Red U) to ensure no one could dilute their visual "thump."
Lyft vs. Uber: Uber built its brand on sleek, "private driver" Black. When Lyft entered the scene, it didn't try to out-black the leader. It chose a vibrant, approachable Pink. It immediately signaled that it was the friendly, "ride from a friend" alternative.
H&R Block vs. TurboTax: In the high-stress world of taxes, TurboTax owns the "Red and Blue" space. H&R Block solidified its identity by leaning hard into Green, signaling growth and "having your back" in a way that feels distinctly different on a crowded screen.
Heck, color is even more critical in video. If your competitors’ videos are all washed out in safe, neutral tones, using high-contrast, brand-specific pops of color makes your content more "stop-the-scroll" effective. Just sayin.'
Your Color Audit Action Plan
If you’re a CMO or VP of Marketing, it might be time to look at your brand through a prism. Are you blending in, or are you claiming a visual territory of your own? How to conduct a quick color audit:
Map the Category: Grab the logos of your top 5 competitors and put them on one slide.
Identify the "Owner": Who owns the primary colors (Red, Blue, Green)?
Find the Gap: Is there a "High-Contrast" opportunity you’re missing? If everyone is "Peaceful Blue," maybe it’s time to be "Energetic Orange."
You can purchase The 22 Immutable Laws of Branding on Amazon. Are you ready to stop blending in and start standing out with a video strategy as bold as your brand? 🎨
