Learn the laws in the branding bible:

The 22 Immutable Laws of Branding.

Brilliant, bold and mercifully brief. The 22 Immutable Laws of Branding is the
definitive text on branding, distilling the complex principles and theories espoused
in other long-winded, high priced professional marketing tomes

into 22 quick and easy-to-read vignettes. This book combines the brand blazing
strategies from the world's best, like Coca-Cola, Xerox, BMW, Federal Express
and Starbucks, with the renowned marketing savvy of bestselling author Al Ries
and his daughter Laura Ries.