The best branding books recommended by Seth Godin.

“Ever since the first poor cow got her skin burned by a paranoid cowboy worried about rustlers, branding has been an exciting, controversial and occasionally painful field.”

“Branding is too important to be left to the marketing team. If branding is everything a company does, and the marketing folks persist in acting like advertising people, then put the CEO or her surrogate directly and totally in charge of what a brand means.”