Among the negative factors are the glut of books published. The dog-fight of a marketplace has driven too many to turn to publishing as a way to differentiate themselves. Also self-publishing, made possible by vendors such as iUniverse, has put so many new books out there daily.
Another killer is that Amazon posts sales figures. If folks aren't ponying up money to buy your book, its low sales numbers can hurt your reputation.
In addition, there are fewer people who will invest their time reading a book. More likely they will seek out information, insight, and entertainment through online video.
But the good news is that there are myriad other low-cost, effective ways to brand.
One is to know how to get the right attention through social networks like LinkedIn and Twitter and social media such as blogs.
Another is to configure the right kinds of special events, get plenty of media coverage, and have your own staff live-tweet and live-blog them.
A third is to just go out there and press the flesh, the way politicos do. Being there in person is back again. So many of us are weary of the small screen, that is mobile.
And, fourth, you can always do a provocative documentary. If you are a lawyer looking for personal-injury business, create a film about the history of liability in the world and how the injured can max their award for damages currently in America.