Synopses & Reviews
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.”
When it comes to communicating a brand, consistency is key--which is precisely why you need to ensure that the brand you're trying to promote comes through clearly across every medium--from TV to print, radio, Web and beyond. With this concise primer, you can be sure it will! Veteran author and branding expert Marty Neumeier shows you how to leverage the power of branding and make the leap from strategy to execution. After explaining what a brand is (and isn't) and discussing the foundations of a brand, Marty takes you through five critical disciplines: Differentiation, Collaboration, Innovation, Validation, and Cultivation. The book also includes a summary of key take-home lessons and--new in this edition--a comprehensive branding dictionary. Combine those with friendly, easygoing text; a wealth of real-world case studies; and the author's unique and invaluable perspective, and you have a branding bible no branding professional will want to be without!
A veteran author and branding expert shows readers how to leverage the power of branding and make the leap from strategy to execution. After explaining what a brand is (and isn't) and discussing the foundations of a brand, Neumeier discusses five critical disciplines: differentiation, collaboration, innovation, validation, and cultivation.
About the Author
Marty Neumeier's professional mission is to "incite business revolution by unleashing the power of design thinking." He does this by writing books, conducting workshops, and speaking internationally about the power of brand, innovation, and design. His bestselling "whiteboard" books include THE BRAND GAP, ZAG, and THE DESIGNFUL COMPANY. His video, MARTY NEUMEIER'S INNOVATION WORKSHOP, combines highlights from all three books into a hands-on learning experience. Marty serves as Director of Transformation at Liquid Agency, and divides his writing time between California and southwest France.