The 11 Immutable Laws of Internet Branding_3

Al Ries and Laura Ries HarperCollins, £14.99

You could well be thinking, “not another tome telling us what we should all be doing about the Internet, surely”, but this one is, in fact, head and shoulders above most.

The first thing that caught my eye, flicking through its 160-odd pages, was the appearance of a new word: “outernet”, meaning, you guessed it, everything that is not part of the Internet.

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