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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 branda 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 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.