The Brand Gap, Revised Edition

The Brand Gap, Revised Edition

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by Marty Neumeier
     
 

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THE BRAND GAP is the first book to present a unified theory of brand-building.  Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read

Overview

THE BRAND GAP is the first book to present a unified theory of brand-building.  Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn:

• the new definition of brand
• the five essential disciplines of brand-building
• how branding is changing the dynamics of competition
• the three most powerful questions to ask about any brand
• why collaboration is the key to brand-building
• how design determines a customer’s experience
• how to test brand concepts quickly and cheaply
• the importance of managing brands from the inside
• 220-word brand glossary

From the back cover:
Not since McLuhan’s THE MEDIUM IS THE MESSAGE has a book compressed so many ideas into so few pages. Using the visual language of the boardroom, Neumeier presents the first unified theory of branding—a set of five disciplines to help companies bridge the gap between brand strategy and customer experience. Those with a grasp of branding will be inspired by the new perspectives they find here, and those who would like to understand it better will suddenly “get it.” This deceptively simple book offers everyone in the company access to “the most powerful business tool since the spreadsheet.”

Product Details

ISBN-13:
9780321648822
Publisher:
Pearson Education
Publication date:
08/04/2005
Series:
AIGA Design Press
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
208
Sales rank:
315,075
File size:
4 MB

Meet the Author

Marty Neumeier's professional mission is to "incite business revolution by unleashing the power of design thinking." He does this by writing books, conducting workshops, and speaking internationally about the power of brand, innovation, and design. His bestselling "whiteboard" books include THE BRAND GAP, ZAG, and THE DESIGNFUL COMPANY. His video, MARTY NEUMEIER'S INNOVATION WORKSHOP, combines highlights from all three books into a hands-on learning experience. Marty serves as Director of Transformation at Liquid Agency, and divides his writing time between California and southwest France.

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The Brand Gap 5 out of 5 based on 0 ratings. 5 reviews.
Anonymous More than 1 year ago
LK35 More than 1 year ago
Makes you think twice, and a quick read. Anyone who works in marketing should read this book.
Anonymous More than 1 year ago
Anonymous More than 1 year ago
Guest More than 1 year ago
Anybody who are middle level marketing manager may reading that book to understand what is the differance between brand image and profit from brand power. I mean it's the best one because of the easy understand and covers enough real life case