The Brand Gap
The Brand Gap: How to Bridge the Distance Between Business Strategy and Design by Marty Neumeier
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
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.”