The Brand Gap

by Marty Neumeier

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 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.”

Genres: Business, Design, Nonfiction, Entrepreneurship, Art Design, Buisness, Art

194 pages, Paperback

First published January 24, 2003

About the author

Marty Neumeier is an author, designer, and brand adviser whose mission is to bring the principles and processes of design to business. His series of “whiteboard” books includes ZAG, named one of the “top hundred business books of all time,” and THE DESIGNFUL COMPANY, a bestselling guide to nonstop innovation. An online presentation of his first book, THE BRAND GAP, has been viewed more than 22 million times since 2003. A sequel, THE BRAND FLIP, lays out a new process for building brands in the age of social media and customer dominance. His most recent book, SCRAMBLE, is a “business thriller” about how to build a brand quickly with a new process called agile strategy. In 1996, Neumeier founded Critique magazine, the first journal about design thinking. He has worked closely with innovative companies such as Apple, Netscape, Sun Microsystems, HP, Adobe, Google, and Microsoft to help advance their brands and cultures. Today he serves as Director of Transformation for Liquid Agency in Silicon Valley, and travels extensively as a workshop leader and speaker on the topics of design, brand, and innovation. He and his wife divide their time between California and southwest France.

Reviews

[عمار آلاشلو]

محتوای کتاب خوب بود. یک راهنمای فشرده برای برندسازی بر اساس مجموعه‌ای از کتاب‌های بسیار خوب در این زمینه و معرفی تک به تک آن‌ها

البته نیاز به کمی پیش‌نیاز در این حوزه دارد و مطالعه آن برای یک مبتدی کمی دشوار است

ترجمه کاملا روان نبود و برخی موارد اشتباه هم در ترجمه و هم در ویراستاری مشاهده می‌شد

در مجموع ارزش مطالعه و یافتن تعداد زیادی منبع دست اول را داشت