Home » The Brand Gap: How to Bridge the Distance Between Business Strategy and Design by Marty Neumeier
The Brand Gap: How to Bridge the Distance Between Business Strategy and Design Marty Neumeier

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

Marty Neumeier

Published
ISBN : 0752064713302
Paperback
192 pages
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 About the Book 

THE BRAND GAP is the first book to present a unified theory of brand. 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--aMoreTHE BRAND GAP is the first book to present a unified theory of brand. 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 youll learn:- a 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 customers experience- how to test brand concepts quickly and cheaply- the importance of managing brands from the insideAlso see: THE BRAND GAP second edition, which includes a 220-term brand glossary and premium softcover binding.FROM THE BACK COVERNot since McLuhans 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 brand execution. Those with a grasp of branding will be inspired by what 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.Finally, a book that cuts to the heart of what brand is all about -- connecting the rational and the emotional, the theoretical and the practical, the logical and the magical to create a sustainablecompetitive advantage. Everyone in the company should read this book, not just the three people with brand in their titles. --Susan Rockrise, Worldwide Creative Director, IntelA pleasure to read. THE BRAND GAP consistently provides deep, practical insights in a light, visual way. Discover the power of imagery and the role of research in building a heavy-duty brand -- without the heavy-duty reading. --David Aaker, Author of Brand Leadership and Building Strong BrandsNeumeier stands out among brand-savvy professionals. His experience as a designer, writer, and strategist lends realism to his five disciplines of brand-building. Anyone who needs a deeper understanding of the creation, management, and evolution of brands should grab this book with both hands and start reading. --Patrick Fricke, Manager of Print and New Media Design, KodakThis is not just another book on brand. This is the only book youll need to read in business, engineering, and design school. --Clement Mok, Design enterprenuer/President of AIGATHE BRAND GAP is an original. It describes the full range of creative interdependencies that need to be managed in concert, but in a language so plain, crisp, and simple that you suddenly see the concept of brand--and can act boldly on it. --Peter Van Naarden, Director of Global Brand for Hewlett-Packard Co.THE BRAND GAP couldnt be more timely. Just when were at our most skeptical about corporate motives, along comes a book that shows how to evaluate and develop a brand in a straightforward and honest manner. --David Stuart, Brand Designer and Co-Founder of The Partners, LondonThis is an important work, with just the rightlevel of accessibility. Despite our overexposure to brand theory these days, THE BRAND GAP is the first book that seems fresh and relevant. --Richard Grefe, Executive Director, The American Institute of Graphic ArtsA well-managed brand is the lifeblood of any successful company--and Neumeier shows us exactly how to do it. Read this book before your competitors do --Tom Kelley, General Manager of Ideo/Author of The Art of Innovation