This bookie is one of my all time favorites. This is one of the first books I read when I set out as a young entrepreneur. The interesting thing is that the lessons in this book apply to all businesses at any stage. When something's not right with your brand you can bet you've violated one or more of these laws.

1. The 22 Immutable
Laws of Marketing
Violate Them at Your Own Risk!

2. Law of Leadership
It's better to first than it is to be better

3. The secret of success is getting into the prospects mind first

4. The Law of the Category
If you can't be first in a category, set up a new category
you can be first in

5. When you launch a new product the first
question to ask yourself is...
"What category is this product first in?"

6. The Law of Mind
It's better to be first in the mind than to be first in the
marketplace

7. To make a big impression
you have to blast your way into the mind

8. The Law of Perception
Marketing is not a battle of products, it's a battle of
perceptions

9. Perception is reality.
Everything else is just an illusion

10. The Law of Focus
The most powerful concept in marketing is owning a word
in the prospects mind

11. You "burn" your way into the mind
By narrowing the focus to a single word or
concept
It's the ultimate marketing sacrifice

12. The Law of Exclusivity
Two companies cannot own the same word in the
prospects mind

13. When a competitor owns a word or position in
the prospects mind it is futile to attempt to own
the same word

14. The Law of The Ladder
The strategy to use depends on which rung you occupy
on the ladder

15. Know your position on the ladder and
act accordingly

16. The Law of Duality
In the long run, every market becomes a two horse race

17. If you're not in the top two of your category you
should find another category where you can be

18. The Law of the Opposite
If you're shooting for second place, your strategy is
determined by the leader

19. Don't try to be better than number one
Be different. Be the alternative.
Kills
Germs
Tastes
Great

20. The Law of Division
Over time, a category will divide and become two or more
categories

21. The way for a leader to maintain its dominance
is to address each emerging category with a
different brand name

22. The Law of Perspective
Marketing effects take place over an
extended period of time

23. It looks easy, but marketing is not a game for
amateurs

24. The Law of Line Extension
There's an irresistible pressure to extend the equity of the
brand

25. In spite of evidence that line extensions don't
work, companies continue to pump them out

26. The Law of Sacrifice
You have to give up something in order to get something

27. Where is it written that the more you have to
sell, the more you sell?
Where is it written that you have to appeal to
everyone?
Where is it written that you have to change your
strategy every year at budget review time?

28. The Law of Attributes
For every attribute, there is an opposite, effective attribute

29. Your job is to seize a different attribute,
dramatize the value of your attribute, and
increase your share
FIGHTS
CAVITIES
TASTES
GREAT
FRESH
BREATH

30. The Law of Candor
When you admit a negative, the prospect will give you a
positive

31. Every negative statement you make about
yourself is instantly accepted as truth.
Marketing is often a search for the obvious

32. The Law of Singularity
In each situation, only one move will produce substantial
results

33. To find that singular idea or concept, marketing
managers have to know what's happening in
their marketplace
You can't do that from headquarters

34. The Law of Unpredictability
Unless you write your competitors plans, you can't predict
the future

35. No one can predict the future with any degree of
certainty. Nor should your marketing plan
Focus on finding your one word or phrase
Then build a long term marketing program to
maximize your word or phrase

36. The Law of Success
Success often leads to arrogance,
and arrogance to failure

37. Ego is the enemy of successful marketing
A brand gets famous because you followed the
laws of marketing

38. The Law of Failure
Failure is to be expected and accepted

39. Too many companies try to fix things rather than
drop things
A better strategy is to recognize failure early
and cut your losses
"Of the Thirty-Six Stratagems, fleeing is best" (三十六计，走为上计)

40. The Law of Hype
The situation is often the opposite of the way it appears
in the press

41. Real revolutions arrive unannounced in the
middle of the night and kind of sneak up on you

42. The Law of Acceleration
Successful programs are not built on fads,
they're built on trends

43. Forget fads.
And when they appear try to dampen them
The best most profitable thing to ride in
marketing is a long-term trend

44. The Law of Resources
Without adequate funding
an idea won't get off the ground

45. Even the best idea in the world won't go very far
without the money to get it off the ground
You need money to get into a mind and
you need money to stay in the mind
once you get there

46. Warning
Many of these laws fly in the face of corporate ego,
conventional wisdom and Malcolm Baldrige awards
Use at your own risk

47. 1.The Law of Leadership
2.The Law of the Category
3.The Law of the Mind
4.The Law of Perception
5.The Law of Focus
6.The Law of Exclusivity
7.The Law of the Ladder
8.The Law of Duality
9.The Law of the Opposite
10. The Law of Division
11. The Law of Perspective
12.The Law of Line Extension
13. The Law of Sacrifice
14. The Law of Attributes
15. The Law of Candor
16. The Law of Singularity
17. The Law of Unpredictability
18. The Law of Success
19. The Law of Failure
20. The Law of Hype
21. The Law of Acceleration
22. The Law of Resources

48. The 22 Immutable Laws of Marketing -- Al Ries & Jack Trout
“Read the book”