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Loading... The Brand Gap: Expanded Edition (edition 2005)by Marty Neumeier
Work InformationThe Brand Gap: How to Bridge the Distance Between Business Strategy and Design by Marty Neumeier
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Sign up for LibraryThing to find out whether you'll like this book. No current Talk conversations about this book. 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.) ( ) no reviews | add a review
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.” No library descriptions found. |
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Google Books — Loading... GenresMelvil Decimal System (DDC)658.827Technology Management and auxiliary services Management Of Marketing BrandingLC ClassificationRatingAverage:
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