Define Epithetical Books The Brand Gap

Title:The Brand Gap
Author:Marty Neumeier
Book Format:Paperback
Book Edition:Revised, Second Edition
Pages:Pages: 208 pages
Published:August 1st 2005 by New Riders Publishing (first published January 24th 2003)
Categories:Business. Design. Nonfiction. Buisness
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The Brand Gap Paperback | Pages: 208 pages
Rating: 4.04 | 3138 Users | 172 Reviews

Chronicle In Favor Of Books The Brand Gap

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."

Point Books To The Brand Gap

Original Title: The Brand Gap
ISBN: 0321348109 (ISBN13: 9780321348104)
Edition Language: English

Rating Epithetical Books The Brand Gap
Ratings: 4.04 From 3138 Users | 172 Reviews

Assess Epithetical Books The Brand Gap
brand is...an invisible layer of meaning surrounding a product, a person's gut feeling, defined by individuals, what THEY say it is, approximate yet distinct understanding, differences as they exist in people's minds, America, happens while we're doing something else, a tribe-creator, god of modern life, the (convenient) package (for a business idea), last and best chance to influence a prospect, can afford to be inconsistent like people but must keep its defining attributes, deeper than

This books is a collection of vague marketing clichés dressed up with attractive design. The author makes a few good points ("a brand is not a logo"), but someone wanting an introduction to marketing would be better served reading Kotler or Kellogg on Marketing.

In this presentation, Marty Neumeier, a brand expert, defines what a brand is, explains why branding is important to a business' strategy, how there's a wide gap between brand and strategy in most companies, and how to bridge that gap (by mastering the five disciplines of brand-building) in order to create a charismatic brand (a product, service, or organization for which people see no substitute). He describes the five disciplines of brand-building as differentiating, collaborating, innovating,

Basic. But in a decent way!A useful introductory course to the branding 101.

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

"If others are zigging, you zag""You need to make sure your brand resonates in the real world. Do prototypes and swap testing""You want to stand out from competitors""Is your brand 'sticky'?""cultivate your brand" -- from the bookThis book should have been Idiot's Guide To Branding. If you are new to branding, meaning if you just graduated from picture books to reading chapter books, this would be a good starting book for branding for you. Perhaps in 2003 when it came out it was more

Another book that I have been keeping for a long time before graduation, yet only read after being in the workforce for 4 years. If only I could have approached the book way earlier, perhaps my career orientation would have been more firmly located. It's a very entertaining introductory guide for those who want to anchor branding. The flow is quite slow-paced but clearly offers step-by-step how to build a brand.