Description

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.”

Brand Gap, The: Revised Edition

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RRP: £21.99 You save £2.61 (11%)
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Paperback / softback by Marty Neumeier

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Short Description:

THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are... Read more

    Publisher: Pearson Education (US)
    Publication Date: 25/08/2005
    ISBN13: 9780321348104, 978-0321348104
    ISBN10: 0321348109

    Number of Pages: 208

    Non Fiction , Computing

    Description

    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.”

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