Michael Levine, a well-known publicist with a large and famous clientele, here explores the world of branding. Creating fictional products, he offers advice on how to build the brand and the appropriate media to effectively promote it.

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Written by the man who helped brand Nike and Starbucks, this is a practical guide through today's competitive markets. With dozens of hands-on case-studies to illustrate each principle, the book is a must for anyone in the industry.

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Written for professionals engaged in empowering others, this book traces 12 different archetypes to help people realize their full potential and become more effective in the world.

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Davis walks you through eleven steps to estimate the value of your brand and manage it as a business asset. His book really helps companies use their brand a means for growth.

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To build a successful brand an organization requires a radical shift that is outlined in this famous book. Using excellent case studies from Virgin, LL Bean, Adidas and MasterCard, Aaker finds interesting solutions and offers useful advice for building and managing a brand.

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Explores the DNA of contemporary commercial images and offers practical tips and management framework to help understand the subconscious workings of the motivated consumer.

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Using examples from General Electric, Kodak, McDonald's and others, Aaker asks marketers to look outside the box and realize the emotional benefits of a brand in order to leverage its assets into new markets and products. The book even includes a "Brand Equity Ten" to measure results.

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Notables on the topic of branding, the authors create a strategy for a company to manage and improve its brand. More importantly, they reveal how to create a brand-driven culture that is cost efficient, effective and credible.

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This fascinating book looks at how minds are changed - the process that the brain takes - and offers interesting ways in which we can influence and manipulate that process. Definitely not a book you want your ex-lovers and nasty neighbors to read.

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There are few characters in literature like Ignatius J. Reilly and his mom, Miss Trixie! Mixing it up with some of the more colorful folks of New Orleans' French Quarter, Confederacy will have you rolling on the floor laughing. The book is infamous for being turned down by countless publishers until it was submitted by the author's mother after his suicide and went on to win the 1981 Pulitzer Prize for Fiction.

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David Ogilvy's career in advertising has been both successful and commendable. Here he breaks down his business methods and approach, creating a blueprint for a profitable business.

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The theories of E. Edwards Deming revolutionized Japanese industry. In this book, through five specific cases in the U.S., Walton examines how the Deming methods were applied with varying degrees of success. An important addition to any business library.

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With an easy-to-follow five step process, this book offers real substance for marketing managers needing to create stronger brands.

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Customer equity has become an important aspect to a company's success. Through different concepts and methods, this book provides information on how to increase the value of its customer base.

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This book provides ideas for how to build strong brand loyalty, as well as how to engage consumers through emotion-based strategies. The authors' research and analysis shows how all five senses can be used as powerful marketing tools.

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This book teaches how to benchmark your firm's reputation against rivals in six key areas, and then lists a set of core principles to build visibility. It is an interesting read that helps to systematically enhance a corporation's reputation in both the long and short term.

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A very interesting tome from one of the most respected voices in the field. The title says it all - companies that resist diversification have more success. The many real world case studies included more than prove his point.

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A self-explanatory title, Capaldi educates the reader how to recognize lies and misleading notions by understanding how to create them in the first place. Again, keep away from ex-lovers or you may have to give up the cat.

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The author is one of the leading minds in the area of influence and persuasion with more than three decades research experience. The book is an outgrowth from Dr. Cialdini's 3-year course of study and includes the six universal principles on how to be a successful persuader.

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The landmark book details the benefits and challenges of customer focused advertising. The authors show how by beginning with extensive consumer knowledge, a single message can be strategized for every market segment.

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The Ultimate Chick Lit (but guys should really check it out). The incredible story of a young girl raised an orphan in poverty who rises to the role of governess at heralded Thornfield Hall only to return to her life of desperation due to a long held secret (damn you Mr. Rochester!!!)

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This guide posits that not every employee should be treated equally. Analyzing their theory of "Situational Leadership", the authors discuss how tailoring management styles to individual employees can bring about better performances and bigger profits.

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A book that is useful for many professions, not just marketers; it defines leadership as a gift that must be nurtured through positive relationships that build a lasting value system within an organization.

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Ever wonder who was the first person to communicate the urban myth that alligators live in the New York City sewer system? Better yet, why has it stuck around so long? This book gives a great glimpse at communicating ideas that will stick with the audience. It includes important principles for winning ideas and is pretty funny, too.

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David Ogilvy is considered to be the alpha male of modern advertising. In this book, Ogilvy gives an honest, yet necessary, perspective on every aspect of the field.

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One of the Bibles of the trade, this book was the first to discuss a "leadership position" that reflected a company's strengths and a competitors' weaknesses. Includes a number of useful case studies and industry updates since its original publication.

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The completely updated 11th edition covers major trends that impact our field and offers excellent cases on creating brand equity, building and managing strong brands, and maintaining positive client relationships.

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So you thought that guy William Shakespeare actually wrote all those plays you had to read in high school? You may think differently after reading this exhaustive piece of detective work that very forcefully claims Edward de Vere, the 17th Earl of Oxford was the actual author!

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Using corporate marketing case studies from both the success and failure columns, the authors delineate a clear-cut path of what to do and (perhaps, more importantly) what not to do.

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For a company to succeed in this era of transparency, the authors postulate that a company must become an "expressive organization" that not only understands its identity, but can seamlessly express it to its audiences.

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Love her or hate her, you have to read Ayn Rand at least once! The Fountainhead is a true page turner of a novel with far fewer tangents into Objectivism than Atlas Shrugged. An intriguing and complex discussion of the role of the artist in our society, it has always been ahead of it's time.

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With possibly the greatest ending in all of American literature, if you only pretended to read it in High School, you should really get to it now! (Steinbeck did win the Nobel Prize, after all.) The story of Tom Joad and his family is still gut-wrenching and emotional today. (And while John Ford's film is a classic on its own, it only covers about 1/3 the book.)

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By focusing on such powerhouses as Nike, Marlboro, Ivory and others, the authors show how a brand resonates in the public's mind (and heart) and how the most successful brands correspond to basic archetypes.

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This book attempts to prove how small parts of the population are trendsetters for products and actions that everyone will at some point have or do. The authors give concrete and to-the-point analysis and provide ideas for how to target these "Influentials."

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If your wife's been giving you the Fish Eye or you've overheard your kids asking "Who's that guy?" have we got a book for you! Get that monkey off your back and get back to your real life by learning how to give up those job responsibilities that rightly belong to your staff, reducing plenty of tension and improving productivity.

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This father and daughter marketing team believes that evolution is a helpful analogy for marketers. Focusing chiefly on Darwin's "tree of life," they describe how companies must continue to invent and introduce new products to keep up with the current market.

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Using the latest research in neuroscience, as well as their extensive corporate backgrounds, the authors discuss how perception can be distorted and how these distortions can create both challenges and opportunities.

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The man who created the brand identities for Bell, Cisco and others gives away trade secrets for $15.95!! Step-by-step instruction on creating a Brand Roadmap - identifying core values, creating a brand message, developing a personality, and choosing icons.

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An interesting and useful read that gives tips on how to empower employees (or clients) to spur creativity and responsibility.

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