The Brand Gap by Marty Neumeier

The Brand Gap Revised Edition Paperback Aug 4 2005

By Marty Neumeier
View all 3 formats and editions
$21.28 USD

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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