The Brand Gap [PDF]

The Brand Gap [PDF]
The Brand Gap: How to Bridge the Distance Between Business Strategy and Design by Marty Neumeier
2005 | PDF | 2.23MB

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