The 22 Immutable Laws of Branding
1 The Law of Expansion 3
2 The Law of Contraction
3 The Law of Publicity
4 The Law of Advertising
5 The Law of the Word
6 The Law of Credentials
7 The Law of Quality
8 The Law of the Category
9 The Law of the Name
10 The Law of Extensions
11 The Law of Fellowship
12 The Law of the Generic
13 The Law of the Company
14 The Law of Subbrands
15 The Law of Siblings
16 The Law of Shape
17 The Law of Color
18 The Law of Borders
19 The Law of Consistency
20 The Law of Change
21 The Law of Mortality
22 The Law of Singularity

The 11 Immutable Laws of Internet Branding
1 The Law of Either/Or
2 The Law of Interactivity
3 The Law of the Common Name
4 The Law of the Proper Name
5 The Law of Singularity
6 The Law of Internet Advertising
7 The Law of Globalism
8 The Law of Time
9 The Law of Vanity
10 The Law of Divergence
11 The Law of Transformation
Index