By Al Ries & Jack Trout

  • THE LAW OF PERSPECETIVE: “Marketing effects take place over an extended period of time.”
  • THE LAW OF LINE EXTENSION: “There is an irresistible pressure to extend the equity of the brand.”
  • THE LAW OF SACRIFICE: “You have to give up something in order to get something.”
  • THE LAW OF ATTRIBUTES: “For every attribute, there is an opposite effective attribute.”
  • THE LAW OF CANDOR: “When you admit a negative, the prospect will give you a positive.”
  • THE LAW OF SINGULARITY: “In each situation, only one move will produce substantial results.”

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