The Brand Gap: Revised Edition, Paperback

Descriere

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 Mc Luhan'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.``