Three absolute essential brand books for founders

Devesh Uba
5 min readSep 11, 2024

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P.S.: None of them have ‘brand’ in their title

There are hundreds of branding books and maybe thousands of podcasts and videos. Where do you even begin? That’s exactly what you’ll find out in this post. I’ll recommend three books depending on where you are in your brand journey.

Sometimes they’re hiding in plain sight, because none of them have the word ‘brand’ in their titles

Here’s my list:

1. This I know by Terri O’Reilly:

If you’re a founder starting out in any business, and you feel overwhelmed with branding — this is the first book you should pick up.

Terry is a Canadian advertising legend — he has worked on many award winning campaigns. His podcast is one of my favorite podcasts ever, and I highly recommend it.

That’s me with Terry O’Reilly :)

A founder can learn a lot from this book, starting from the very basics — What Business Are You Really In? O’Reilly challenges you to think beyond the obvious:

  • Michelin is not in the tire business. It’s in the safety business.
  • Whitewater rafting companies aren’t in the personal transportation business. They are in the personal transformation business.
  • Starbucks isn’t in the coffee business. It’s in the coffee theatre business.
  • Nike isn’t in the shoe business. It is in the motivation business.

This exercise is crucial to arrive at the mission which is the beating heart of your brand.

What is a brand you might ask? According to the author, what is a brand, but a story?

This book will help you understand the basics of your brand story or brand narrative, which is the foundation of any great brand.

When coming up with your story, O’Reilly argues that it’s not just about what you stand for, but what you stand against. He writes, “To me, articulating what you stand for is but one side of the coin. The truly interesting question is on the other side: What do you stand against?”

This opposition can give your brand more emotional resonance and personality. As founders, this concept can help you create a brand that truly stands out in a crowded market.

The book is 100% jargon-free and packed with inspiring examples. It introduces you to many advertising legends over the years. I’ve read this book many times, and each time I find something new.

For founders just starting out, this book provides a solid foundation in branding without getting lost in technical jargon. It’s a practical guide that will change how you think about branding.

2. Hegarty on Advertising by John Hegarty:

If you have a high-level idea of what branding is, but want to learn more, OR if you’re a founder of a creative or consulting shop, this is an absolute must-read for you.

This classic comes from a British advertising legend. Sir John Hegarty is the co-founder of BBH, the agency behind phenomenal work for brands like Audi, Levi’s, and British Airways.

The book features the best definition of a brand I’ve ever heard:

“A brand is the most valuable piece of real estate in the world: a corner of someone’s mind.”

One of the great insights from this book is that ‘everything’ is not a brand. Hegarty points out that we’ve gone brand-mad, and the world has become slogan-saturated where everyone believes they are a brand. It couldn’t be further from the truth.

A must-read section is Hegarty’s argument that the Catholic Church IS the greatest of all brands.

As mentioned by Terry in the previous book, Hegarty emphasizes: “A brand is a collection of stories linked together by a vision.”

This book features in-depth examples of brand storytelling, my favorite being Levi’s. In the early 1980s, Levi’s was in deep trouble. BBH’s approach to saving this iconic brand is a masterclass in brand strategy. The solution? Reconnect Levi’s to the heart of its brand.

BBH helped Levi’s rediscover its essence. The key was reminding Levi’s of its own story — its heritage, values, and what made the brand famous in the first place.

Hegarty writes:
brands more often than not go wrong because they lose touch with their roots and the values and qualities that made them successful.

Hegarty takes the reader on a journey from his early days in advertising to building a global agency. This offers invaluable lessons for any business: the importance of belief and differentiation when you start, and the necessity of scrappiness.

While the book is heavy on advertising terms, Hegarty’s humor keeps you engaged. As a founder, you’ll learn how beliefs and ethics play a crucial role in building a business.

You can’t miss this if you’re in any creative or consulting business. It’s a reminder that authentic, truthful branding isn’t just good ethics — it’s good business.

3. For the Culture by Marcus Collins

This is when things start to become serious. Your business has a very clearly defined why, you’ve scaled to a certain level, and you want to invest in making your brand timeless. This is the book for you.

For the Culture by Dr. Marcus Collins

If you’re a scrappy founder just starting out, this might not be the book yet. But if you’re curious about how culture and brand are strongly interrelated, go for it.

Dr. Marcus Collins, former Head of Strategy at Wieden+Kennedy the agency behind Nike), has written this book. It might feel academic at times, but it’s perfect for founders curious about the emotional connection to brands. Why would Nike fans burn their merchandise after an ad? Or why does Patagonia continue to grow despite ending business with several corporate clients?

Collins’ big insight: forget demographics, it’s all about culture. Our choices aren’t based on biology, but on what we believe and value. It’s not about our ‘hardware’, but our ‘software’ — our cultural programming.

He traces how brands have evolved from legal marks to trust marks, to love marks, and finally to identity marks. Collins argues: The brand isn’t just a brand. The T-shirt isn’t just a T-shirt. The school isn’t just a school. The institution isn’t just an institution. It is an extension of who we are.

While Hegarty points to the Catholic Church as the ultimate brand, Collins shows you how to find your own devoted followers and spread your brand’s message.

That’s the list. I hope this post was useful and you found a book you like.

Is there a book I’ve missed?
Please let me know in the comments.

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