The Brand Gap: Expanded Edition

This book reminds me of Paul Arden's book, compact, stratight to the point, with thoughtful illustrations. One of those books you can finish in one seating, yet there's much you can learn from it without feeling bored.

Never underestimate the power of branding, what's in the customer's mind about your product or service makes hell lots of different to the success of your business.

There's definitely much we can learn about branding, much mistakes we can avoid.