2) The Law of Interactivity-Without it, your website and your brand will go nowhere
3) The law of Common Name– The kiss of death for an Internet brand
4) The Law of Proper Name – Your name stands alone on the Internet so you better have a good one. It must be short, simple, suggestive of the category, unique, be alliterative, speak-able, shocking and personalized,
5) The Law of Singularity – At all costs you should avoid being second in your category
– In the real world there is always room for number two brand
i. Duracell & Energizer
ii. Kodak & Fuji
iii. Hertz & Avis
iv. Nike & Reebok
v. Exxon and Shell
6) The Law of Advertising– Advertising off the Net will be a lot bigger than advertising on the Net
7) The Law of Globalism – The Internet will demolish all barriers, all boundaries, all borders
8) The Law of Time – Just do it. You have to be fast. You have to be first. You have to e focused.
9) The Law of Vanity– The biggest mistake of all its believing you can do anything.
-Keep your brand focused
-Increase your share of the market
-Expand your market
-Go Global
-Dominate the category
10)The Law of Divergence – Everyone talks about convergence, while just the opposite is happening
11) The Law of Transformation
- The Internet revolution will transform all aspects of our lives.
Paper directories are doomed - Paper catalogs face an uncertain future
- The elaborate full-color brochure will be exceedingly rare
- Classified advertising will shift to the web
- The postal service won’t be delivering much mail.
- Financial services of all types will shift to the Web
- The parcel delivery services will soar
- Internet retailing will become a price game
- Internet Retailing will become a service game
- Internet search engines will decline in importance
- Internet will change many aspects of the telephone industry
- There will be speed bumps on the Internet
