The Brand Gap: How to Bridge the Distance Between Business Strategy and Design : a Whiteboard Overview

By Marty Neumeier | Paperback
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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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FormatPaperback 
Pages208 
Dimensions203mm x 134mm x 14mm
PublisherPearson Education (US) 
Release Date4 Aug 2005 
ISBN-139780321348104 

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