EAN: 9780321348104

THE BRAND GAP - MARTY NEUMEIER KARTONIERT (TB)

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 glossaryFrom 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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