What inspired the choice to frame branding as 'immutable laws' in this book?
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The 22 Immutable Laws of Branding

The 22 Immutable Laws of Branding
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What inspired the choice to frame branding as 'immutable laws' in this book?
Did anyone else find certain laws more applicable to startups versus established brands?
How did the author decide which laws to include and which to exclude from the list?