The 22 Immutable Laws of BrandingEveryone knows that building your product or service into a bonafide brand is the only way to stand out in today's insanely crowded marketplace. The only question is, how do you do it? This is the definitive text on branding, distilling the complex theories and principles behind this key marketing term into twenty two easy to read vignettes, including: THE LAW OF CONTRACTION A brand becomes stronger when you narrow its focus THE LAW OF THE WORD A