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Thinking fast and slow by Daniel Kahneman
Both great books.
Start with why is good to understand how marketing and branding works, and how to do it better.
Thinking Fast and Slow is a great take on being conscious of your own cognition. It explains how to know whether we are making decisions with the correct thinking mode.
A lot of the time we rely on past experience and gut feel - the fast thinking mode. We do this in situations where actually the slow thinking mode might be better.
It's important to understand and be self aware of which one you are relying on, and strike the right balance.
Also a great book on how to get things right is the Checklist manifesto by Atul Gawande.
It's a fantastic story, of how the humble checklist can improve workflow quality tremendously. From pilots running pre-flight checks to avoid plane failures. To surgeons performing pre-surgery checks, vastly improving patient outcome and surgery success statistics.
We use checklists in our company to ensure we are building high quality products, and our customer support is to a high standard and uniform.
I would recommend all three.