The Brand Gap: Revised Edition

The Brand Gap: Revised Edition

By Marty Neumeier

  • Release Date: 2010-05-19
  • Genre: Computers
Score: 4.5
4.5
From 8 Ratings
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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.”

Reviews

  • Book -5, iBook (bad graphics) -3

    4
    By chipodos
    In terms of content, get this book! That said, as an iBook, some of the graphics contain very small text and captions (looks like font sizes 4-6) that I cannot even read on my MacBookPro Retina. Even when I double click the graphics to zoom/isolate them, the smaller captions are still unreadable/undecipherable.
  • A Classic Branding Guide

    5
    By Dagwood55
    Get this book. Great foundational knowledge for those looking to start a business or those that need a refresher on the importance of branding and differentiation.

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