Berger does a great job of breaking down the various elements that when working together, create a contagious effect. He then provides a recipe for maximizing the chance that your initiative will be contagious. Super narration and fast listen.
Good book on branding. It builds well on existing branding strategies, and serves a new system / framework that I find actually works. Look at existing brands, both large and small, and see how they all have a creation story, a creed, icons, sacred words, etc.