The 22 Immutable Laws of Branding or Marketing are:
1. Leadership
2. The Category
3 The Ladder
4 Duality
5 The Mind and Perception
6 Focus
7 Extension
8 Exclusivity and Superiority
9 Division
10 The Heart (Emotion)
11 Attributes
12 Candor
13 Sacrifice
14 Success
15 Failure
16 Unpredictability
17 Hype
18 Acceleration
19 Perspective
20 The Opposite
21 Origin
22 Resources