The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
The Brand Gap: How to Bridge the Distance Between Business Strategy and Design by Marty Neumeier
English | 2005 | ISBN: 0321348109 | 208 Pages | PDF | 7.2 MB
English | 2005 | ISBN: 0321348109 | 208 Pages | PDF | 7.2 MB
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