The 22 Immutable Laws of Branding

The concept of laws gives a sense of universality and timelessness. I'm curious whether the author intended these principles to be flexible or truly unbreakable.

Some laws seemed more relevant for new companies trying to establish themselves, while others felt like cautionary tales for big brands. How do readers see this balance?

With so many aspects of branding, narrowing it down must have been tough. I wonder what the selection process was like and if some important ideas didn't make the cut.