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26th out of 88 books
—
57 voters
The Brand Gap
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 defi...more
- the new defi...more
Paperback, Revised, Second Edition, 208 pages
Published
August 1st 2005
by New Riders Publishing
(first published January 24th 2003)
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Jan 19, 2008
Emma
rated it
4 of 5 stars
·
review of another edition
Recommends it for:
people who want an easy and fun primer on branding
Shelves:
biz-marketing-money
Awesome. You might need a magnifying glass to read some of the tiny print captions. But overall, a fun and quick intro to branding. I am all jazzed about branding now. It's not, for instance, just this esoteric big-company marketing buzzword. It's just your gut feeling about something. Which is only partly determined by a company's marketing efforts. It's determined by the sum of people's experience with the company, which marketing usually forms the first line of, but it's deeper than that. It'...more
Brand’ is probably one of the most hyped words in marketing today. Everyone talks about ‘building your brand’ but what does that really mean?
In The Brand Gap, Marty Neumeier takes a clear shot at defining this often misunderstood marketing principle and nails his target. The result is an easy-to-read overview of what a brand is and how you can get one.
Neumeier starts by defining what a brand is not – it isn’t a logo. It isn’t your corporate identity system complete with fonts and colors. And it’...more
Jul 30, 2010
Thom Foolery
rated it
3 of 5 stars
Recommends it for:
Culture jammers
Recommended to Thom by:
*Poker Without Cards,* Ben Mack
The Brand Gap is a condensed, highly visual treatise on the idea of the brand--"a person's perception of a product, service, experience, or organization"--and of branding--the theory and practice, "logic and magic" of establishing and cultivating these perceptions.
I'm not in the business of business, and so some of the jargon (like "value chain") was unfamiliar. Although the book is ostensibly about business, the book's insights into the nature of branding are a tool box for all cultural creati...more
I'm not in the business of business, and so some of the jargon (like "value chain") was unfamiliar. Although the book is ostensibly about business, the book's insights into the nature of branding are a tool box for all cultural creati...more
As noted by the author, this was meant to be a “whiteboard overview” readable in a short flight, so I was about to cover it in a few hours. It had been a while since I had revisited any branding topics, so this was a nice easy read with some good general insights.
A great example was in the initial few pages on how to think about a brand. “To use Plato’s example, whenever we hear the word “horse” we visualize a majestic creature with four legs . . . that a person can ride long distances on its ba...more
A great example was in the initial few pages on how to think about a brand. “To use Plato’s example, whenever we hear the word “horse” we visualize a majestic creature with four legs . . . that a person can ride long distances on its ba...more
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 would a) recognize me, b) recognize the book, and then c) slap me across the face, hard.
Definitely read this if you like vague generalities and unwarranted assertions. One particular gem:
Definitely read this if you like vague generalities and unwarranted assertions. One particular gem:
"Logos are dead! Long live icons and avatars! Why? Because logos as we known them--logo-types, monograms, abstract...more
Read this quick book on the way back from our annual planning meeting, based on the enthusiastic recommendation of our lead graphic designer. Unfortunately I did not find it as compelling as he did--probably because I am one of those analytical words people, not a "creative." The most interesting thoughts gathered from the well-designed short story:
1. A brand is not a logo (wish I could shout that off the roof sometimes at work). Also, brand is not an identity guide.
2. "Creativity...requires an...more
1. A brand is not a logo (wish I could shout that off the roof sometimes at work). Also, brand is not an identity guide.
2. "Creativity...requires an...more
A pretty nifty, quick read into the big Kahuna that is branding. I particularly like the overview at the end of the book that highlights the key points (I skimmed some parts that ventured a bit too much into mumbo-jumbo territory, but seeing as I'm not a marketer, I think that's understandable!). Also picked up some good tips on testing a brand at its prototype stage. Swapping icons/avatars with existing brands/or competitors? I'd never thought of that idea, but it's quite genius! And I like the...more
Aug 09, 2011
Rick Austin
added it
I'm a fan of Marty Neumeier from his other work The Designful Company which we used in a book club at work. This book hits the primary elements of branding in an engaging and easy to read format which is typical of this author. Many of the concepts found in The 22 Immutable Laws of Branding will be found in this book though without the depth you would find in The 22 Immutable Laws of Branding.
A couple of items that really hit me are the importance of "living" your brand. So often companies creat...more
A couple of items that really hit me are the importance of "living" your brand. So often companies creat...more
Oct 04, 2012
Simone Smith
rated it
4 of 5 stars
Shelves:
marketing-advertising,
somewhat-educational
The Brand Gap is an excellent book to read when just starting to formulate (or re-position) a brand as it prompts you with some very good questions and offers a great toolkit of heuristics. I blew through it in a couple of hours (reading and re-reading a lot, taking notes, etc.), so it's one of those books you know you should read *and* actually get around to finishing, which is brilliant. I would recommend it to anyone- regardless of their involvement with brand management. Sometime's it's just...more
The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
Marty Neumeier
Peachpit Press
This is an expanded edition of a book first published in 2003. In it, Neumeier develops in greater depth several basic ideas about how to bridge a gap between business strategy and design. My own experience suggests that on occasion, there may be a conflict or misalignment rather than a "gap." Or the business strategy is inappropriate. Or the design concepts are wrong-headed. Or the executio...more
Marty Neumeier
Peachpit Press
This is an expanded edition of a book first published in 2003. In it, Neumeier develops in greater depth several basic ideas about how to bridge a gap between business strategy and design. My own experience suggests that on occasion, there may be a conflict or misalignment rather than a "gap." Or the business strategy is inappropriate. Or the design concepts are wrong-headed. Or the executio...more
Oct 31, 2008
Brittany
rated it
5 of 5 stars
Recommends it for:
Business professionals, Students, Advertising professionals interested in branding
Recommended to Brittany by:
Myself
Shelves:
marketing,
nonfiction
How I Came To Read This Book: In prep for my job at my current place of work, I felt like I should brush up more or the world of branding.
The Story: Neumeier's books are a combination of picture book, real-life examples, and strategy insight. The Brand Gap focuses on the five points that any brand could (and should) use to strengthen their brand. The five points are Differentiate, Collaborate, Innovate, Validate, and Cultivate...but you really have to read the book to get what those mean.
The Goo...more
The Story: Neumeier's books are a combination of picture book, real-life examples, and strategy insight. The Brand Gap focuses on the five points that any brand could (and should) use to strengthen their brand. The five points are Differentiate, Collaborate, Innovate, Validate, and Cultivate...but you really have to read the book to get what those mean.
The Goo...more
This book confirms my belief that people ride buzzwords like a wave and don't bother to understand its full meaning. Even if they do, they don't care to or don't have the resources to invest and create an effective and integrated team. Reading this book makes me look to the future of my career differently. If the organization doesn't truly understand what goes into effective marketing and communications as far as time, effort, and various roles are concerned, I'll have to pass.
Neumeiers crisp writing style, complemented by illustrations, diagrams, and summaries is easy to read and stick long after you've put down the book.
I use his 3 signature questions on a daily basis when working of client's brands -
1. Who are you?
2. What do you do?
3. Why does it matter?
Readers having relatively less experience with the branding process will appreciate the provision of an expanded (220-word) "Brand Glossary."
I use his 3 signature questions on a daily basis when working of client's brands -
1. Who are you?
2. What do you do?
3. Why does it matter?
Readers having relatively less experience with the branding process will appreciate the provision of an expanded (220-word) "Brand Glossary."
Highly recommended by others - but it was just "ok." I really enjoyed the graphic/whiteboard nature of the book, however, sometimes I felt like he was trying to be more clever instead of providing examples to help explain his theories. A good reminder of things I learned in business school - but it didn't go deep enough for me.
This was a really great book, with great information about branding. I read this for a book club, and I look forward to our discussion.
The bad stuff:
For me, I feel like Neumeier lost a bit of credibility with the design of this book. A lot of what he talks about is design, and with his bio saying he was a graphic designer, I question this book. The only reason I say this is because the type in this book is set with very little attention to the gutter. This makes some pages hard to read, and it...more
The bad stuff:
For me, I feel like Neumeier lost a bit of credibility with the design of this book. A lot of what he talks about is design, and with his bio saying he was a graphic designer, I question this book. The only reason I say this is because the type in this book is set with very little attention to the gutter. This makes some pages hard to read, and it...more
A wonderful introduction to branding, written in a pithy and digestible format intended to be read in the course of an evening or an airplane ride. If your job even remotely involves branding, design, marketing, or business strategy, this is well worth picking up.
A quick read that is to the point. I highly recommend this to anyone who is thinking about starting a business or is looking for something to push their business to the next level.
Fantastic book. Distills brand down to it's essence, without excess fat. Nice quotes for client presentations when it comes to communicating why they should look beyond short term costs.
It's a great book and a step-by-step guide to the branding process. It definitely illuminates how much thought and effort should go into a brand.
Sep 13, 2010
Fritz Desir
added it
Fantastic little book on brand. Guaranteed once read you will unequivocally know the answer to the question... "What is a brand?"
A good, quick overview of branding from the creative viewpoint, if you need it. Mostly redundant for me, at this point. Some good guidance about doing research (what type is appropriate for what purpose.)
A must-read book on branding for the knowledge worker, manager, executive, or entrepreneur.
A great fun, short read. Brilliant view of what Brand is about. Inspirational. It was better than Cats.
A must read for anyone working on brand communications — both from the business side or the design side.
Nice to go through, but I am glad that I boight "Zag" instead. Maybe too generic for my taste.
I'm embarrassed that I haven't read this book sooner. My boss and peers at Red Hat were raving about it two years ago but I just never got around to it.
I'm glad I now have, as Neumeier has distilled "branding" down to it's essence. Full of great truths like "the brand isn't what you say it is...it's what they (your customers/audience) says it is."
Also covers how branding has shifted in the digital age from a "push" or mass awareness concept to a "push/pull" relationship driven concept.
If you ar...more
I'm glad I now have, as Neumeier has distilled "branding" down to it's essence. Full of great truths like "the brand isn't what you say it is...it's what they (your customers/audience) says it is."
Also covers how branding has shifted in the digital age from a "push" or mass awareness concept to a "push/pull" relationship driven concept.
If you ar...more
Clever, informative, and to the point. A must read for aspiring designers and marketers.
A lot of common sense ideas but presented in an interesting and practical fashion.
This is a super-easy read... puts branding and branding identity into very clear context.
One of the few business / marketing books that you REALLY need to read
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![Designing Interactions [With CDROM] by Bill Moggridge](https://d202m5krfqbpi5.cloudfront.net/books/1348241331m/258476.jpg "Designing Interactions [With CDROM] by Bill Moggridge")
Hint: Candle wax, not superglue.
Jan 23, 2008 07:19am
No, I guess I haven't either. but still. sounds awful.
Jan 23, 2008 09:51am