Brand Gap, The: Revised Edition by Marty Neumeier (English) Paperback Book

Description: Brand Gap, The by Marty Neumeier Presents a unified theory of brand. This work shows how strategic or creative approach of thinking can unite to produce a "charismatic brand". It also helps you learn: 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; and more. FORMAT Paperback LANGUAGE English CONDITION Brand New Publisher Description The Brand Gap presents a unified theory of brand-building. 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 youll 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 customers experience how to test brand concepts quickly and cheaply the importance of managing brands from the inside 220-word brand glossary Notes All the secrets to creating a brand identity that resonates across every aspect of a business--including its Web site and overall strategy! / With clients like Kodak, Sun, and Procter and Gamble, author Marty Neumeier is one of todays most well-known and respected authorities on the topic of branding. / Quick, easy approach and a wealth of case studies give readers a crash course in the difference between good and bad branding. / Tons of tips and real-world advice plus a new branding dictionary help readers turn brand strategy into brand design and execution. Back Cover 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 youll 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 customers 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 McLuhans 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." Author Biography Marty Neumeier is an author, designer, and business adviser. His previous whiteboard books includes The Brand Gap, widely considered the foundation of modern brand-building; ZAG, named one of the top hundred business books of all time for its insights into brand strategy; The Designful Company, a guide to building a culture of nonstop innovation; and The 46 Rules of Genius, which lays out a universal map to innovation mastery. 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, Adobe, Google, and Twitter 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 innovation, brand, and design. Table of Contents Introduction Discipline 1: Differentiate Discipline 2: Collaborate Discipline 3: Innovate Discipline 4: Validate Discipline 5: Cultivate Take Home Lessons Brand Glossary Acknowledgments Recommended Reading Review "The surprise book of the year!" — JOHN MOORE, EDITOR AT FAST COMPANY "The first book on brand that seems fresh and relevant." — RIC GREFE, EXECUTIVE DIRECTOR OF AIGA, THE PROFESSIONAL ASSOCIATION FOR DESIGN "A pleasure to read. THE BRAND GAP consistently provides deep, practical advice in a light, visual way. Learn about the power of imagery and the role of research in building a heavy-duty brand—without the heavy-duty reading." — DAVID A. AAKER, AUTHOR OF BRAND PORTFOLIO STRATEGY AND BUILDING STRONG BRANDS "Finally, a book that cuts to the heart of what brand is all about—connecting the rational and the emotional, the theoretical and the practical, the logical and the magical to create a sustainable competitive advantage." — SUSAN ROCKRISE, WORLDWIDE CREATIVE DIRECTOR, INTEL "A well-managed brand is the lifeblood of any successful company. Read this book before your competitors do!" — TOM KELLEY, GENERAL MANAGER, IDEO, AND CO-AUTHOR OF THE ART OF INNOVATION "In THE BRAND GAP, Neumeier reminds us that the ultimate moment of truth for all brands is the customer experience. Customer perceptions trump our own perceptions." — KURT KUEHN, SENIOR VP OF WORLDWIDE MARKETING AND SALES, UPS "This is not just another book on brand. This is the ONLY book youll need to read in business, engineering, and design school." — CLEMENT MOK, design entrepreneur "Must-reading for anyone who wants to understand how their business strategy will succeed or fail when put to the ultimate test: Do customers perceive a difference thats desirable?" — STEVE HARRINGTON, DIRECTOR OF STRATEGY AND OPERATIONS, HEWLETT-PACKARD "The book slices like a hot knife through all the turgid, pseudo-academic nonsense that surrounds branding. Its now on the course list for my graduate students, and new members of my team at Ogilvy get a copy with their training materials." — BRIAN COLLINS, EXECUTIVE CREATIVE DIRECTOR, OGILVY Promotional All the secrets to creating a brand identity that resonates across every aspect of a business--including its Web site and overall strategy! / With clients like Kodak, Sun, and Procter and Gamble, author Marty Neumeier is one of todays most well-known and respected authorities on the topic of branding. / Quick, easy approach and a wealth of case studies give readers a crash course in the difference between good and bad branding. / Tons of tips and real-world advice plus a new branding dictionary help readers turn brand strategy into brand design and execution. Long Description 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 youll 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 customers experience * how to test brand concepts quickly and cheaply * the importance of managing brands from the inside * 220-word brand glossary Review Text "The surprise book of the year!" -- JOHN MOORE, EDITOR AT FAST COMPANY "The first book on brand that seems fresh and relevant." -- RIC GREFE, EXECUTIVE DIRECTOR OF AIGA, THE PROFESSIONAL ASSOCIATION FOR DESIGN "A pleasure to read. THE BRAND GAP consistently provides deep, practical advice in a light, visual way. Learn about the power of imagery and the role of research in building a heavy-duty brand--without the heavy-duty reading." -- DAVID A. AAKER, AUTHOR OF BRAND PORTFOLIO STRATEGY AND BUILDING STRONG BRANDS "Finally, a book that cuts to the heart of what brand is all about--connecting the rational and the emotional, the theoretical and the practical, the logical and the magical to create a sustainable competitive advantage." -- SUSAN ROCKRISE, WORLDWIDE CREATIVE DIRECTOR, INTEL "A well-managed brand is the lifeblood of any successful company. Read this book before your competitors do!" -- TOM KELLEY, GENERAL MANAGER, IDEO , AND CO-AUTHOR OF THE ART OF INNOVATION "In THE BRAND GAP, Neumeier reminds us that the ultimate moment of truth for all brands is the customer experience. Customer perceptions trump our own perceptions." -- KURT KUEHN , SENIOR VP OF WORLDWIDE MARKETING AND SALES, UPS "This is not just another book on brand. This is the ONLY book youll need to read in business, engineering, and design school." -- CLEMENT MOK , design entrepreneur "Must-reading for anyone who wants to understand how their business strategy will succeed or fail when put to the ultimate test: Do customers perceive a difference thats desirable?" -- STEVE HARRINGTON , DIRECTOR OF STRATEGY AND OPERATIONS, HEWLETT-PACKARD "The book slices like a hot knife through all the turgid, pseudo-academic nonsense that surrounds branding. Its now on the course list for my graduate students, and new members of my team at Ogilvy get a copy with their training materials." -- BRIAN COLLINS , EXECUTIVE CREATIVE DIRECTOR, OGILVY Review Quote "The surprise book of the year!" -JOHN MOORE,EDITOR ATFAST COMPANY "The first book on brand that seems fresh and relevant." -RIC GREFE,EXECUTIVE DIRECTOR OFAIGA,THE PROFESSIONAL ASSOCIATION FOR DESIGN "A pleasure to read. THE BRAND GAP consistently provides deep, practical advice in a light, visual way. Learn about the power of imagery and the role of research in building a heavy-duty brand-without the heavy-duty reading." -DAVID A. AAKER,AUTHOR OFBRAND PORTFOLIO STRATEGYANDBUILDING STRONG BRANDS "Finally, a book that cuts to the heart of what brand is all about-connecting the rational and the emotional, the theoretical and the practical, the logical and the magical to create a sustainable competitive advantage." -SUSAN ROCKRISE,WORLDWIDE CREATIVE DIRECTOR,INTEL Feature All the secrets to creating a brand identity that resonates across every aspect of a business--including its Web site and overall strategy! * With clients like Kodak, Sun, and Procter and Gamble, author Marty Neumeier is one of todays most well-known and respected authorities on the topic of branding. * Quick, easy approach and a wealth of case studies give readers a crash course in the difference between good and bad branding. * Tons of tips and real-world advice plus a new branding dictionary help readers turn brand strategy into brand design and execution. Description for Sales People All the secrets to creating a brand identity that resonates across every aspect of a business--including its Web site and overall strategy! Details ISBN0321348109 Author Marty Neumeier Language English Edition 2nd ISBN-10 0321348109 ISBN-13 9780321348104 Media Book Format Paperback DEWEY 658.827 Illustrations Yes Year 2005 Country of Publication United States Replaces 9780735713307 Place of Publication Berkeley Short Title BRAND GAP REV/E 2/E Pages 208 Series Aiga Design Press Subtitle Revised Edition DOI 10.1604/9780321348104 Imprint New Riders Publishing AU Release Date 2005-08-25 NZ Release Date 2005-08-25 UK Release Date 2005-08-25 Publisher Pearson Education (US) Edition Description 2nd edition Audience Tertiary & Higher Education Publication Date 2005-09-01 US Release Date 2005-09-01 We've got this At The Nile, if you're looking for it, we've got it. 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