The Brand Gap

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

By

Publisher: Pearson Education (US)

4.0
(13)

Language: English | Number of Pages: 208 | Format: Paperback

Isbn-10: 0321348109 | Isbn-13: 9780321348104 | Publish date:  | Edition 2

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Book 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 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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  • 3

    Short and juicy

    Interesting. Easy to read. You might even find it inspiring (if it is the first book you reasd about branding, I suppose). Three stars and not more because it is far shorter than it is juicy... ...continue

    Interesting. Easy to read. You might even find it inspiring (if it is the first book you reasd about branding, I suppose). Three stars and not more because it is far shorter than it is juicy...

    said on