Waqar Khankhail discusses several laws of advertising that leading brands follow. First, brands require ongoing advertisement like a country's defense budget. Second, the first step is to introduce a new brand and the second step is to establish the company that pioneered the new category. Third, the message must be conveyed through advertising and the word used must reflect the brand image, be memorable to the target segment, and encourage customers. Credibility is also important, as customers only trust brands that have established credibility.