by Al Ries, Laura Ries
ISBN: 9780060007737
Buy on Amazon
Found in 1 comment on Hacker News
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/