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Liked It “Great introduction to Branding.” see full review » see other reviews » |
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“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.””
shrinivas ayyar wrote this review 11 days ago. ( reply | permalink ) Was this review helpful? Yes | No“Great introduction to Branding.”
Pamela C wrote this review Monday, August 24 2009. ( reply | permalink ) Was this review helpful? Yes | No
“This book has some awesome concepts and does its purpose, which is to describe brand marketing concisely.”
Brandon C wrote this review Tuesday, June 17 2008. ( reply | permalink ) Was this review helpful? Yes | No
“Short read .. full of nice graphics that help tell the story .. highly recommended!”
Roby F wrote this review Tuesday, June 3 2008. ( reply | permalink ) Was this review helpful? Yes | No“This book is "Branding 101." It is a must-read for everyone in your organization before undergoing the branding/rebranding process. It is brilliantly written so one can make it through it's 200 or so pages in one airline flight. Great for execs or senior leadership who won't read the books you give them because they are too long.”
Jason L wrote this review Sunday, March 30 2008. ( reply | permalink ) Was this review helpful? Yes | No
“The Brand Gap visually and verbally connects strategy and design like few books do. It successfully explains how design thinking should integrate into a brand's DNA and how design relates to the dynamic living brands of today. It's simple, direct, and incredibly digestible.”
DesignThinkingDallas wrote this review Monday, October 8 2007. ( reply | permalink ) Was this review helpful? Yes | No
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