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You should read one (or all) of Al Ries's books. http://www.ries.com/books/

My bet is that the talk you saw is based on his research and theories that date back to the 1970s.

The '22 Immutable Laws of Branding' was mentioned in the talk.

The speaker mentioned that it has a lot of great content if you ignore the shockingly bad predictions about the future of advertising on the web.

I'll definitely add them to my reading list.

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