The Brand Gap: How to Bridge the Distance Between Business

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

THE BRAND GAP is the first book to present a unified theory of brand-building.Â 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 â€œcharismatic brand"-a brand that customers feel is essential to their lives. In an entertaining two-hour read you'll learn:

â€¢ the new definition of brand
â€¢ the five essential disciplines of brand-building
â€¢ how branding is changing the dynamics of competition
â€¢ the three most powerful questions to ask about any brand
â€¢ why collaboration is the key to brand-building
â€¢ how design determines a customer's experience
â€¢ how to test brand concepts quickly and cheaply
â€¢ the importance of managing brands from the inside
â€¢ 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 â€œget it." This deceptively simple book offers everyone in the company access to â€œthe most powerful business tool since the spreadsheet."
Country USA
Brand New Riders
Manufacturer New Riders
Binding Paperback
ItemPartNumber 9780321348104
UnitCount 1
Format Illustrated
UPCs 785342348101
EANs 0785342348101
ReleaseDate 0000-00-00

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

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Country	USA
Brand	New Riders
Manufacturer	New Riders
Binding	Paperback
ItemPartNumber	9780321348104
UnitCount	1
Format	Illustrated
UPCs	785342348101
EANs	0785342348101
ReleaseDate	0000-00-00