Positioning is the book that makes sense of the bombardment of ads. While McLuhan makes you look at ads, Ries explains what is behind them. I was recently asked by a co-worker for a good book on marketing and I reached for this one. (However, I've always thought brands can support flavors.)

I wrote a web application a few years ago that combined the 22 Immutable Laws of Marketing, the 22 Immutable Laws of Branding and the 11 Immutable Laws of the Internet. I think these are great guides. And now that wikis are emerging, I may have to revise this program.

Ries' more recent books are still great. Focus is a good re-read. The Fall of Advertising and the Rise of PR helps even the smallest business. (I hope my loaned copy is returned some day.)

If your world intersects with marketing, branding or PR, read Ries.