The Brand Gap: How to Bridge the Distance Between Business Strategy and Design from New Riders

The Brand Gap: How to Bridge the Distance Between Business Strategy and Design from New Riders
The Brand Gap: How to Bridge the Distance Between Business Strategy and Design from New Riders The Brand Gap: How to Bridge the Distance Between Business Strategy and Design from New Riders The Brand Gap: How to Bridge the Distance Between Business Strategy and Design from New Riders (click images to enlarge)

The Brand Gap: How to Bridge the Distance Between Business Strategy and Design from New Riders

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Description of The Brand Gap: How to Bridge the Distance Between...

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Manufacturer Description

THE BRAND GAP is the first book to provide a merged theory of brand-building. Whereas most books on branding are heavy towards either a tactical or innovative technique, this book demonstrates how both means of reasoning could join to create a "charismatic brand name"-- a brand name that clients feel is vital to their lives. In an amusing two-hour read you'll discover:

• the new meaning of brand name
• the five vital techniques of brand-building
• how branding is altering the characteristics of competition
• the three most powerful concerns to ask about any kind of brand name
• why collaboration is the secret to brand-building
• how design establishes a customer's experience
• how you can evaluate brand name concepts swiftly and inexpensively
• the value of managing brand names from the within
• 220-word brand name reference

From the back cover:
Not because McLuhan's THE MEDIUM IS THE MESSAGE has actually a book pressed a lot of ideas into so couple of pages. Using the visual language of the conference room, Neumeier presents the first merged theory of branding-- a collection of five techniques in order to help companies connect the gap in between brand name strategy and customer experience. Those with an understanding of branding will be influenced by the new point of views they find below, and those who want to understand it better will all of a sudden "get it." This deceptively easy book supplies everyone in the company accessibility to "the most powerful service device because the spreadsheet."

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