1. Jack Trout, In Search of the Obvious: The Antidote for Today’s Marketing Mess (Hoboken, NJ: Wiley, 2008). Used with permission.
2. Jack Trout, “The Law of Perception,” in Branding Strategy (2007). Used with permission.
3. Craig M. Vogel, Jonathan Cagan, and Peter Boatwright, The Design of Things to Come (Upper Saddle River, NJ: Prentice Hall, 2005). Used with permission.
4. Al Ries and Jack Trout, The 22 Immutable Laws of Marketing (New York: HarperBusiness, 1994). Used with permission.
5. Al Ries and Laura Ries, The 22 Immutable Laws of Branding (Harper Paperbacks, 2002). Used with permission.