Law 4 – The Law of Perception assess which brand is seen to be the best.
Law 5 – The Law of Focus states that the business is clear and persistent in what it stands for.
Law 6 – The Law of Exclusivity asks if what the business stands for is uniquely different from other brands.
Law 7 – The Law of the Ladder states that although the brand is not number one, it is a serious challenger.
Law 8 – The Law of Duality assess if the business is one of the two leading brands of this product category.
Law 9 – The Law of the Opposite states that the business capitalises well on the weaknesses of its competitors.
Law 10 – The Law of Division assesses the businesses competitiveness in all the key divisions/segments of this product category.
Law 11 – The Law of Perspective asks if the business image has withstood the test of time.
Law 12 – The Law of Line Extension assesses the success of its line extensions and other versions of the brand.
Law 13 – The Law of Sacrifice questions if the brand is prepared to sacrifice something that is less important, in order to maximise something that is more important.
Law 14 – The Law of Attributes looks at the brand’s unique and attractive attributes.
Law 15 – The Law of Candor asks if it is an honest brand that does not claim to be perfect.
Law 16 – The Law of Singularity measures if the brand confuses the customer with too many messages.
Law 17 – The Law of Unpredictability measures if the business is well prepared for future uncertainties.
Law 18 – The Law of Success evaluates if success has led to arrogance.
Law 19 – The Law of Failure determines the brand’s ability to move on from past mistakes and failures.
Law 20 – The Law of Hype evaluates the hype surrounding the business in the media.
Law 21 – The Law of Acceleration measures the brand’s tradition and trend of success.
Law 22 – The Law of Resources determines if the brand has sufficient resources behind it to be successful.