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

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

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."



Sayfa Sayısı: 208

Baskı Yılı: 2005


Dili: İngilizce
Yayınevi: Peachpit Press