A 100 principles guide to building brands. A pretty nice list actually! Just scroll under your category and get to reading. I'm reading branding of course. Enjoy "The world’s most memorable brands tend to distinguish themselves in the connotation—not just the denotation—of the value proposition. Brand builders strive to create just the right connotation for the brand in the mind of its target audience. It starts and ends with what people think—or, more accurately, what a brand can inspire people to think." http://brand-identity-essentials.com/100-principles