The 22 Immutable Laws of Branding cover
The 22 Immutable Laws of Branding
by Al Ries, Laura Ries
ISBN: 9780060007737
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cloudbrain · 2010-11-25 · Original thread
All very true. Also a very good, practical and easy read:

"The 22 Immutable Laws of Branding" http://www.amazon.com/gp/product/0060007737/