Introduction -- the Rules of Engagement -- The Lawgivers -- The Law of Simplicity (Marcello Serpa) -- The Law of Positioning (AI Ries) -- The Law of Consistency (Ian Batey) -- The Law of Selling (Dave Trott) -- The Law of Emotion (John Shaw) -- The Law of Love (Kevin Roberts) -- The Law of Experience (Kash Shree) -- The Law of Relevance (Anne Bologna) -- The Law of Humour (James Lowther) -- The Law of Disruption (Jean-Marie Dru) -- The Law of Jump (Sebastian Turner) -- The Law of Fascination (Reg Bryson) -- The Law of Irreverence (Jim Aitchison) -- The Law of Taste (Allen Rosenshine) -- The Law of Topicality (Michael Newman) -- The Law of the Silver Elephant (Graham Warsop) -- The Law of the Chat (Neil French) -- The Law of Nice (Jamie Barrett) -- The Lore of Negativity (Jack Vaughan) -- The Law of Execution (Mike O'Sullivan) -- The Law of Evolution (David Lubars) -- The Outlaw (MT Rainey) -- The Law of Deadlines -- The 10 Irresponsible Crimes Against Advertising (That Always Violate Profits).