The Brand Gap: How to Bridge the Distance Between Business Strategy and Design

by Marty Neumeier

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 show more 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.” show less

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askmark 13 reviews

I thought this was a great little read to better round out how you should think about and approach branding. I've even found myself quoting the book as I reinforce and execute on the knowledge I've learned.

Sep 13, 2019

tmdblya 31 reviews

A good, quick overview of branding from the creative viewpoint, if you need it. Mostly redundant for me, at this point. Some good guidance about doing research (what type is appropriate for what purpose.)

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