On the basis that the legendary Jeremy Bullmore's writing tends to be on brands, as much as on advertising, I have NO hesitation in deeming this the best book on advertising I have read: by a LONG way. It is simply magnificent: compelling examples, involving, witty and (Thank God!) funny prose, and the sort of thinking that makes you realize what is great about advertising and brand planning when it's done well. If you have any involvement in a brand, you ought to own it. If you are an advertising planner, you ought to be able to recite it. Brilliant.