by Marty Neumeier
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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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Average Customer Review:
0 of 1 people found the following review helpful:
 best ever, 2008-04-20
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.
0 of 0 people found the following review helpful:
Must read if you are in advertising!, 2008-04-05
I'm an Acount Executive in the online advertising industry and I must say, the knowledge I gathered from this book is priceless. I recommend it to e verybody who is in adverting or has anything to do with marketing.
0 of 0 people found the following review helpful:
Well done., 2008-03-11
I use this as an outline when helping to establish direction for my clients. Very easy to read and follow. ZAG is a must read as well.
0 of 0 people found the following review helpful:
 Condensed eye opener, 2008-01-28
This book would be great for someone new to marketing, or someone entrenched in the 'old ways' of doing business marketing. It is about opening your eyes to what can be done, and why some brands seem to speak louder than others. The book has some fairly interesting attempts at explaining ideas visually but if you're a visual thinker, they are pretty primitive.. I believe they are more for the non-visual person to have some 'eye candy' in the book.
A good book to source some mantras to tell your clients when you are trying to focus their brand strategy.
This book may have been more comprehensive if it included a bit more pro-active ways of coming to brand decisions. It probes and asks you to consider the main elements of a successful brand, but doesn't really show you how.
A better book that is really similar but includes the 'how' to go about creating a brand strategy is 'Eating the Big Fish' by Adam Morgan.
Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders (Adweek Book S.)
If you want to be inspired about how to differentiate and focus, this book has more substance.
1 of 2 people found the following review helpful:
Get it., 2007-11-21
Do you need something to help persuade or educate your executive team on the value of branding? This is it. Simple and to the point.
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