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 today's 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.

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 branda 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 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.

Autorentext

Marty Neumeier's professional mission is to "incite business revolution by unleashing the power of design thinking." He does this by writing books, conducting workshops, and speaking internationally about the power of brand, innovation, and design. His bestselling "whiteboard" books include THE BRAND GAP, ZAG, and THE DESIGNFUL COMPANY. His video, MARTY NEUMEIER'S INNOVATION WORKSHOP, combines highlights from all three books into a hands-on learning experience. Marty serves as Director of Transformation at Liquid Agency, and divides his writing time between California and southwest France.

Inhalt

• Introduction
• Discipline 1: Differentiate
• Discipline 2: Collaborate
• Discipline 3: Innovate
• Discipline 4: Validate
• Discipline 5: Cultivate
• Take Home Lessons
• Brand Glossary
• Acknowledgments
• Recommended Reading