These books focus on creating more appropriate value for your customers (innovation) and strengthening the customers’ perception of value that they receive from your organization (branding).
Innovation
Steve Jobs by Walter Isaacson
The Innovation Secrets of Steve Jobs by Carmine Gallo
The Art of Innovation by Tom Kelley
The Innovator’s Solution by Clayton Christensen
Branding
Winning the Story Wars by Jonah Sachs
The Tipping Point by Malcolm Gladwell
Positioning by Al Ries and Jack Trout
It’s Not What You Sell, It’s What You Stand For by Roy Spence with Haley Rushing