This is one of the simplest yet most important books I read on branding. Al and Laura Ries outline 22 short rules for success in branding - or failure, if you go against them. Some of these rules are very obvious, such as The Law of Credentials and The Law of the Name. Others are not and will you will have to take the odd deep breath and ask yourself if that really was what the authors meant. Once you think it, though, it all makes perfect sense and you're already on the next chapter. The authors didn't even have to drown the reader with useless, obscure case studies, when examples of brands everyone knows about are so plentiful. The language is simple and relaxed and so very effective. So, if you're not hoping for a treaty on marketing this is the right book for you. It doesn't matter if you're a student, a seasoned marketer or a consumer who wants to know what some people are doing to consumers' minds: you will find this highly informative, blunt, enlightening and very fun to read.