How Brands Grow
 Evidence Concerning the Importance of Perceived Brand Differentiation - Romanuik, Jenni, Byron Sharp, and Andrew Ehrenberg (2007)
 Psychological and Objective Factors in the Prediction of Brand Choice: Ford versus Chevrolet - F.B. Evans 1959
 Towards an Integrated Theory of Consumer Behavior - Ehrenberg, A. S.C. 1996
 Category and Brand Purchase Rates (Still) Follow the NBD Distribution - John Dawes, Giang Trinh 2017
 The Story of TaB
Customers don’t "fall in love" with brands, marketers don't need to "differentiate or die," and advertising a "brand purpose" has no impact on growth.
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