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The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
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The Brand Gap: How to Bridge the Distance Between Business Strategy and Design

3.99 of 5 stars 3.99  ·  rating details  ·  1,385 ratings  ·  88 reviews
THE BRAND GAP is the first book to present a unified theory of brand. 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:
- a new definition of
...more
Paperback, 192 pages
Published January 24th 2003 by New Riders Press
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Emma
Jan 19, 2008 Emma rated it 4 of 5 stars
Recommends it for: people who want an easy and fun primer on branding
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
Talia
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
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Ola Olusoga
Great book around what branding is and how it functions for a company. It bridges the gap between left and right brain. This is a great reference for creatives who need context around creative strategy.

Branding IS NOT your logo (a logo is a trademark), identity system, or your product!

A/your brand is a person's gut feeling about a product, service, or company. GUT because we're all emotional creatures, not rational, and at the end a company's brand is defined by individuals, each person creates
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Bucket
This was a very quick read, with not one word more than needed to be said. The glossary at the back is a great resource. For the most part, the book isn't mind-blowing, but it does put a lot of current thought about branding succinctly and is a good jumping off point for taking on a branding project. I was particularly attracted to the idea that 'tribes' (or intimate worlds that people participate in) form around brands. It's not a new-to-me idea generally, but this way of conceptualizing it is ...more
Leader Summaries
Desde Leader Summaries recomendamos la lectura del libro La brecha de las marcas, de Marty Neumeier.
Las personas interesadas en las siguientes temáticas lo encontrarán práctico y útil: marketing y ventas, gestionar marcas y posicionamiento.
En el siguiente enlace tienes el resumen del libro La brecha de las marcas, Cómo crear una marca carismática y convertirla en imprescindible para la vida de los clientes: La brecha de las marcas
The Book Nazi

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’
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Thom Foolery
Jul 30, 2010 Thom Foolery rated it 3 of 5 stars  ·  review of another edition
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
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Riley
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
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Robert
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
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Brittany
Oct 31, 2008 Brittany rated it 5 of 5 stars  ·  review of another edition
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
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Nana Cuellar
I know next to nothing about branding, so The brand gap was exceedingly helpful and a pretty good starting point, as it presents clear language, simple concepts and plenty of examples. I imagine this book would not be as useful to someone who's already working in advertising or has some previous knowledge of the world of branding, but it was definitely insightful for me.

Particularly loved the glossary at the back of the book, since I never studied or worked in advertising.
Obeida Takriti
كتاب بسيط بيخلص بربع ساعة..
بيشرح ببساطة وبطريقة صورية مبادئ في عملية تسويق العلامة التجارية..
أو بالأحرى
Branding
اللي ما ألها ترجمة مرضية باعتقادي..

التسويق لأي منتج أو خدمة أو شركة أو شخص لديه قوانين وممارسات عالمية وليس كما يعتقد الناس مبنية فقط على الدعايات وقوتها وانتشارها بل على الوضوع والتناسق مع هوية الشركة..

مجال مثير للاهتمام
Jason
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:

"Logos are dead! Long live icons and avatars! Why? Because logos as we known them--logo-types, monograms, abstract
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Amanda
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
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Jen
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
Alisa
I could see why this book was popular. The supremacy of brand to the business organization. I guess it feels dated because of the lack of customer-centricity...although he makes good points on why testing/consumer insight is important. But co-creation of brand with your customers should have been emphasized -- even though written in the early '00s those ideas were floating around marketing circles.

I liked the part best where he talks about positioning and competition. Your brand has to be #1 or
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Rick Austin
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
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Peter
Another management book from TSOTBO....(the School of the Bloody Obvious). It'll help if you're doing a "marketing degree" and you struggle with the simple stuff.
Melody
Marty Neumeier has written a systematic presentation of the topic of building and defining a brand that caused me to reexamine what I though I knew about branding.
Jason Fahlström
Used it for all my marketing communications courses. Solid marketing/branding foundational book.
Simone Collins
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
Asma
I'd like to thank Book-tuber The Readables for recommending this in one of her book hauls. Even though it's non-fiction and tackles a specific subject, it's SO informative and easy to take in. To read the rest of the review, please visit A Reading Kabocha .
Diana
This book is a quick read that provides important information about why branding is more than just an art and more than just business science. It's both! Neumeier teaches us that collaborative effort (from both left and right brains in an organization) changes the equation. In this framework, 1+1 does not equal 2: 1+1 = 11! As an added bonus, all of you typography geeks (myself included!) will enjoy the unique layout and design of the book's content. I recommend this book for any university stud ...more
Mrlunch
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
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Fabien Fayard
One of the books to understand branding...
Ryan
Oct 02, 2007 Ryan rated it 2 of 5 stars  ·  review of another edition
Recommends it for: marketers and possibly people without a clue
i learned that if you don't have a lot to say, put it in big type and dress it up like marshall mcluhan. i also learned that at one point, i used to not like mcluhan because he was a puffy theorist. after reading this book, i'm reconsidering my opinion.

i also learned very little in terms of innovation or branding. as a concept, branding still makes my skin crawl, so perhaps i will never scale the heights of a corporate ladder. but, if this is what they're reading at the top, i'd rather not bothe
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Faith
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.
Petrus
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."
Gi-Gi Downs
Aug 28, 2007 Gi-Gi Downs rated it 5 of 5 stars  ·  review of another edition
Recommends it for: people in big companies who want to work learn how agencies get stuff done
This was the best use of three hours! The Brand gap captures a lot of thought and saves most of us drive-by enthusiasts a lot of other reading that is probably too granular for our needs. There are some stunning insights that really speak to the respect that must exist between design/EU, product, marketing et al. I will read this every few months, I'm sure, to keep myself in check and monitor the health of my work and my organization. Loved it!
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“Even back in the command-and-control days of the production line, Henry Ford’s decision to manufacture automobiles was driven by intuition rather than market research. “If we had asked the public what they wanted,” he explained, “they would have said ‘faster horses.” 0 likes
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