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The Brand Gap by Marty Neumeier

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

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