The Brand Gap : How to bridge the distance between business strategy and design

Marty Neumeier

overzicht

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:
 9780321348104 /  New Riders /  2006 /  2nd editie /  194p. /  pb / 

The Brand Gap : How to bridge the distance between business strategy and design

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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:

Not since McLuhan's 'The medium is the message' has a book so compressed so many ideas into so few pages.

Using the visual language of a 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'

• 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