Jonah Sachs, internationally recognized marketer and author, recommends a list of marketing books for communicators who want to understand their audiences better.

For those who want to geek out on brand archetypes: The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes, by Margaret Mark and Carol S. Pearson.

For those who want to expand their audiences to people who hold different values than their typical audiences: The Righteous Mind: Why Good People Are Divided by Politics and Religion, by Jonathan Haidt

For those who want to understand the dynamics of social marketing in creating mindshift: Switch: How to Change Things when Change is Hard, by Chip and Dan Heath

Jonah Sachs is the author of Winning the Story Wars, a call to arms to build iconic brands and causes in service of a better future. The book was named one of the American Marketing Association’s top marketing books of 2013.

At #Story14, Jonah talked about how to make brand stand out by using myths and archetypes. Watch his keynote and an exclusive interview on using stories as a branding tool and his advice for beginning storytellers.