The Brand Gap, Revised Edition (Google eBook)

Marty Neumeier

Peachpit Press, Aug 4, 2005 - Computers - 208 pages

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

Review: The Brand Gap

User Review  - Jason - Goodreads

Maybe this book is more for "Social tweet blog 2.0 identity transformation consultants" than designers, but I started reading this on the subway this morning and quickly became worried that someone ...

Review: The Brand Gap

User Review  - Lex - Goodreads

Not meant to be comprehensive nor exhaustive, but concise and a starting point. You learn what a brand is not which honestly is all you need and the one question; what do you do?

About the author

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

• Title: The Brand Gap, Revised Edition; AIGA Design Press
• Author: Marty Neumeier
• Edition: 2, illustrated, revised
• Publisher: Peachpit Press, 2005
• ISBN: 032164882X, 9780321648822
• Length: 208 pages
• Subjects: Business & Economics / Marketing / General; Computers / Computer Graphics / Design