The Brand Gap: Revised Edition (AIGA Design Press)

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The Brand Gap: Revised Edition (AIGA Design Press)

THE BRAND GAP is the first book to present a unified theory of brand-building.Â 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 â€œcharismatic brandâ€â€”a brand that customers feel is essential to their lives. In an entertaining two-hour read youâ€™ll learn:

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

From the back cover:
Not since McLuhanâ€™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 brandingâ€”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 â€œget it.â€ This deceptively simple book offers everyone in the company access to â€œthe most powerful business tool since the spreadsheet.â€

Country	USA
Author	Marty Neumeier
Binding	Kindle Edition
Edition	2
EISBN	9780321648822
Format	Kindle eBook
Label	New Riders
Manufacturer	New Riders
NumberOfPages	208
PublicationDate	2005-08-04
Publisher	New Riders
ReleaseDate	2005-08-04
Studio	New Riders

The Brand Gap: Revised Edition (AIGA Design Press)

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