The 22 Immutable Laws of Marketing by Al Ries and Jack Trout is a must-read classic in the marketing world. It reveals that branding success comes from being first and unique in the market, not from having the best product. A practical guide loaded with examples from Coca-Cola, Apple, Toyota, etc.
Start With Why says that great companies, organizations, and leaders are those who first understand their 'Why' - their purpose, cause, or reason for existing. Simon Sinek shows how leading companies like Apple inspire extraordinary loyalty with a strong focus on 'Why' they do what they do, not 'What' they sell, or 'How' they do things.