The Brand Gap, Revised Edition (Google eBook)
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.”
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Review: The Brand GapUser Review - Fabien Fayard - Goodreads
One of the books to understand branding... Read full review
Review: The Brand GapUser Review - Melody - Goodreads
Marty Neumeier has written a systematic presentation of the topic of building and defining a brand that caused me to reexamine what I though I knew about branding. Read full review
Brand Gap by Marty Neumeier, The | Graphis | Find Articles at BNET.com
Brand Gap by Marty Neumeier, The from Graphis in Arts provided free by Find Articles
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HOW TO BRIDGE THE DISTANCE BETWEEN BUSINESS STRATEGY AND DESIGN
Copyright © 2003 Neutron LLC. For educational use only. No part of this presentation may. be published, sold, or otherwise used for profit without the ...
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An Interview with Marty Neumeier
AN INTERVIEW WITH MARTY NEUMEIER by Brian Alvey Excerpted from Meet the Makers, April 20, 2003 http://www.meet-the-makers.com ...
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The Brand Gap » slideshare
How to bridge the distance between business strategy and design
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Quantum Physics, Fuzzy Logic, ‘The Brand Gap’ and Your Message at ...
I just met a marketing person from T Mobile and inquired how they measure the effectiveness of direct mail campaigns. He said getting the message across ...
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Rick Turoczy is hypocritical. Sometimes I write hypocritical a marketing blog. This time around it's about hypocritical: Zag by Marty Neumeier or The second ...
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