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 acharismatic brandaaa brand that customers feel is essential to their lives. In an entertaining two-hour read youall learn: ac the new definition of brand ac the five essential disciplines of brand-building ac how branding is changing the dynamics of competition ac the three most powerful questions to ask about any brand ac why collaboration is the key to brand-building ac how design determines a customeras experience ac how to test brand concepts quickly and cheaply ac the importance of managing brands from the inside ac 220-word brand glossary From the back cover: Not since McLuhanas 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 brandingaa 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 aget it.a This deceptively simple book offers everyone in the company access to athe most powerful business tool since the spreadsheet.aWhereas 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 acharismatic brandaaa brand that customers feel is essential to their lives.
|Title||:||The Brand Gap, Revised Edition|
|Publisher||:||Peachpit Press - 2005-08-04|