The Brand Gap

The second edition features a 220-term brand glossary and a premium softcover binding. THE BRAND GAP is the first book to present a unified theory of brand. 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 branda brand that customers feel is essential to their lives. In an entertaining two-hour read youll learn: a 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 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 brandinga 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. The surprise book of the year! John Moore, 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.David A. Aaker, author of BRAND PORTFOLIO STRATEGY and BUILDING STRONG BRANDS Cuts to the heart of what brand is all about. Susan Rockrise, worldwide brand director, Intel Read this book before your competitors do! Tom Kelley, general manager, IDEO FROM THE INSIDE FLAPS A pleasure to read. THE BRAND GAP consistently provides deep, practical insights in a light, visual way. Discover the power of imagery and the role of research in building a heavy-duty brandwithout the heavy-duty reading. David Aaker, author of BRAND LEADERSHIP and BUILDING STRONG BRANDS Finally, a book that cuts to the heart of what brand is all aboutconnecting the rational and the emotional, the theoretical and the practical, the logical and the magical to create a sustainable competitive advantage. Susan Rockrise, Worldwide Brand Director, Intel 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, d...