The Brand Gap: Expanded Edition | 
 enlarge | Author: Marty Neumeier
Publisher: Peachpit Press
Category: Book
List Price: $21.99
Buy New: $12.71
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Avg. Customer Rating:  20 reviews
Sales Rank: 10207
Media: Paperback
Edition: 2
Number Of Items: 1
Pages: 208
Shipping Weight (lbs): 0.6
Dimensions (in): 7.8 x 5.2 x 0.9
ISBN: 0321348109
Dewey Decimal Number: 658.827
EAN: 9780321348104
ASIN: 0321348109
Publication Date: August 14, 2005
Availability: Usually ships in 1-2 business days
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Product Description
THE BRAND GAP is the first book to present a unified theory of brand. The second edition features a 220-term brand glossary and a premium softcover binding. 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:
• 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 customer’s experience
• how to test brand concepts quickly and cheaply
• the importance of managing brands from the inside
The Brand Gap is an AIGA Design Press book published under Peachpit's New Riders imprint in partnership with AIGA.
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 branding?a 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 brand?without 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 about?connecting 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 you’ll need to read in business, engineering, and design school.” ?Clement Mok, design entrepreneur
“A well-managed brand is the lifeblood of any successful company?and Neumeier shows us exactly how to do it. Read this book before your competitors do!” ?Tom Kelley, general manager of IDEO, co-author of THE ART OF INNOVATION
“THE BRAND GAP couldn’t be more timely. Just when we’re at our most skeptical about corporate motives, along comes a book that shows how to evaluate and develop a brand in a straightforward and honest manner.” ?David Stuart, co-founder of The Partners, co-author of A SMILE IN THE MIND
“Must-reading for anyone who wants to understand how their business strategy will succeed or fail when put to the ultimate test: ?Do customers perceive a difference that’s desirable?’” ?Steve Harrington, director of strategy and operations, Hewlett-Packard
“The book slices like a hot knife through all the turgid, pseudo-academic nonsense that surrounds branding. It’s now on the course list for my graduate students, and new members of my team at Ogilvy get a copy with their training materials.” ?Brian Collins, executive creative director, Ogilvy & Mather Worldwide
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| Customer Reviews: Read 15 more reviews...
One of the best books of its kind December 1, 2008
If I had to suggest three books on Brand Strategy, this one would be the third choice, after "22 Immutable Laws of Branding by Al Ries" and "Made to Stick by Chip Heath". This one is the shortest, but is the most interesting. Highly readable and helpful. Strongly recommended!
p.s. Below please find some of my favorite passages for your reference.
Our brains are hardwired to notice what's different. (A small remark below a single black circle on a double page full of white ones) pg37
Selling has evolved from an emphasis of "what it has", to "what it does", to "what you'll feel", to "who you are." pg38
Brand guru David Aaker likens growing a brand to managing a timber reserve: You plant new trees for future profit and you harvest old trees for profits today. The trick with brand is to know which is which. pg46
The most important shift in business today is from "ownership" to "partnership", and from "individual tasks" to "collaboration". The successful company is not the one with the most brains, but the most brains acting in concert. - Peter Drucker pg52
Would you persuade, speak of interest, not of reason? - Benjamin Franklin pg74
When people talk to themselves, it's called Insanity. When companies talk to themselves, it's called marketing. - Copywriter Steve Bautista pg118
 Solid book with interesting delivery November 6, 2008
I enjoyed the way Brand Gap was written. It is a quick read with some insightful information. Two week after finishing it I'm not left with any earth shattering revelations about marketing, but it did make me think about things a little differently. A solid bathroom read. Good format for it.
 Good Book for Entrepreneurial Graphic Designers October 30, 2008
Good, quick read for creatives who have a business knack. It is a great reference tool for small and medium businesses or for multinational companies. Well done and easy to digest.
Cheers,
Ivan
Mohawk Bomb Records
http://www.mohawkbomb.com
Also recommend: Zag: The Number One Strategy of High-Performance Brands
 Mixed... October 28, 2008
This book feels a wee bit dated (it's been a couple of years since I've read the phrase "World Wide Web). It seems to dance all over the place, and did not offer any particularly unique ideas. Feels like it's cheating a bit with the big text.
It might be of interest to individuals who want a good overview of branding. May be too simplistic for individuals in the marketing, advertising, or design.
best ever April 20, 2008
0 out of 1 found this review helpful
every person in marketing should read this book (several times).
actually, EVERYBODY should read this book--whether they are in marketing or not--because, essentially we're ALL in marketing.
buy the book now, maybe buy two, so you can give one to a friend.
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