The Brand Gap, Revised Edition (Google eBook)

Front Cover
Peachpit Press, Aug 4, 2005 - Computers - 208 pages
57 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.”

What people are saying - Write a review

User ratings

5 stars
4 stars
3 stars
2 stars
1 star

Great introduction into the concepts of branding. - Goodreads
really easy to read. - Goodreads
A very good book for marketing and advertising insight! - Goodreads
Lots of pictures and white space. - Goodreads

Review: The Brand Gap

User Review  - Nana Cuellar - Goodreads

I know next to nothing about branding, so The brand gap was exceedingly helpful and a pretty good starting point, as it presents clear language, simple concepts and plenty of examples. I imagine this ... Read full review

Review: The Brand Gap

User Review  - Rodrigo Faria - Goodreads

Very brief, and yet very useful. Read full review

Common terms and phrases

References to this book

About the author (2005)

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.

Bibliographic information