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The Brand Gap
by Marty Neumeier

After explaining what a brand is (and isn’t) and discussing the foundations of a brand, Marty takes you through five critical disciplines: Differentiation, Collaboration, Innovation, Validation, and Cultivation. The book also includes a summary of key take-home lessons and a comprehensive branding dictionary. Combine those with friendly, easygoing text; a wealth of real-world case studies; and the author’s unique and invaluable perspective, and you have a branding bible no marketing professional will want to be without.

Emotional Branding: The new paradigm for connecting brands to people
by Marc Gobe and Sergio Zyman

A visionary approach to building powerful brand loyalty, this groundbreaking book shows marketers how to engage today’s increasingly cynical consumers on deeper emotional levels. Case histories analyze demographic and behavioral shifts in populations and retail distribution channels, then show how all five senses can be used as powerful marketing tools to respond to those trends. Chapters detail how to develop strong brand personalities, customize brand presence to different consumer groups, use brand strategies in packaging and display, and facilitate breakthrough strategies for the Web.

Focus: The future of your company depends on it
by Al Ries

Ries offers a staggering array of examples from a variety of industries to demonstrate that, in the long run, companies that stay focused on their core business enjoy greater profitability. Companies that lose their focus through diversification and over-extension may see a short-term boost in revenues, but inevitably suffer in the long run. From McDonald’s and Burger King to Volvo and Chrysler, Ries shows how focus consistently outperforms diversification.

Positioning: The Battle for Your Mind
by Al Ries and Jack Trout

Positioning, a concept developed by the authors, has changed the way people advertise. The reason? It’s the first concept to deal with the problems of communicating in an overcommunicated society. With this approach, a company creates a ’position’ in the prospect’s mind, one that reflects the company’s own strengths and weaknesses as well as those of its competitors. Witty and fast-paced, this book spells out how to position a leader so that it gets into the mind and stays there, position a follower in a way that finds a ’hole’ not occupied by the leader, and avoid the pitfalls of letting a second product ride on the coattails of an established one. Revised to reflect significant developments in the five years since its original publication, Positioning reveals the fascinating case histories and anecdotes behind the campaigns of many stunning successes and failures in the world of advertising