The'brand Gap

The second edition features a 220-term brand glossary and a premium softcover binding.

THE BRAND GAP is the first book to present a unified theory of brand. 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 branda brand that customers feel is essential to their lives. In an entertaining two-hour read youll learn:

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

FROM THE BACK COVER

Not since McLuhans 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 brandinga 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.

The surprise book of the year! John Moore, Fast Company

The first book on brand that seems fresh and relevant. Ric Grefe, executive director of AIGA, the professional association for design

A pleasure to read.David A. Aaker, author of BRAND PORTFOLIO STRATEGY and BUILDING STRONG BRANDS

Cuts to the heart of what brand is all about. Susan Rockrise, worldwide brand director, Intel

Read this book before your

Author:

Neumeier, Marty

ISBN:

9780321348104

Format:

Paperback

Pages:

194

Publish Date:

08/03/2005

Publisher:

Peachpit Pr

Language:

English

Portions copyright 2005 Muze Inc. All rights reserved.