Made to Stick: Why Some Ideas Take Hold and Others Come Unstuck by Chip and Dan Heath is an interesting reading.
The authors list 6 factors that make a concept or idea stick:
At first glance you would say that´s clear, but to really create an effective message requires a lot of efforts.
The book is an easy reading and very well written. I would recommend to anybody who wants to improve the communication and make ideas “stick”.
See also my post The importance of the soft issues: communication, negotiation and leadership.