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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. @Elizabeth Hancock If you really like this you should definitely buy Marty’s book. The book is small and you can read it in one weekend (which. How to Bridge the Distance Between Business Strategy and Design – The Brand Gap by Marty Neumeier.

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References to this book Do You Matter?: About Marty Neumeier Marty Neumeier’s professional mission is to “incite business revolution by unleashing the power of design thinking.

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Features and benefits are still important, but personal identity has become even more important. 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. Don’t have a Kindle?

I know branding is not just about how something looks, but its a pretty important part mary branding. Set up a giveaway. The secret of nonstop innovation is design thinking. I am all jazzed about branding now. If you are a seller for this product, would you like to suggest updates through seller support? Never Split the Difference.

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The down side to this book is the examples are not all relevant; many of the examples are outdated. The Win Without Pitching Manifesto. In other words, a brand is not what YOU say it is. It’s determined by the sum of people’s experience with the company, which marketing usually forms the first line of, but it’s deeper than that. It is a small book, brwnd is expensive for a book of this size. Quotes from The Brand Gap. Nov 08, Rob rated it liked it Shelves: He explains getting this brand requires 5 disciplines: Now, take out a few of your brochures — can you cover up your logo and tell that your piece represents you?


The Brand Gap is also quaintly outdated. The review must be at least 50 characters long. What You Will Learn Marty the first to identify customer communities as ‘brand tribes’, passionate devotees who determine the success or failure of any brand divides brand management into five key competencies: But overall, a fun and quick intro to branding.

It takes away a lot of the books credibility. Do people know who you are? From the Publisher Title The brand gap: In The Brand Gap, Braand Neumeier takes a clear shot at defining this often misunderstood marketing principle and nails his target.

And I am grading it on the words so 3 stars, not its great look – 5 stars for packaging. Most firms can answer the first question with few problems. If it would work just as well for another business, skip it.

Maybe this book is more for ” Social tweet blog 2.

The Brand Gap by Marty Neumeier

It’s pages, but it’s a short read, since most of it is design and not verbiage. How to foster creative collaboration across a variety of roles and silos to deliver a constant stream of innovative products, services, communications, and customer experiences. The result is an easy-to-read overview of what a brand is and how you can get one.


Neumeier cautions against using focus groups as the absolute word on whether the idea will work, but research and focus groups can point you in the right direction. Oct 11, Linh rated it liked it Shelves: Who are you; 2. There’s some good reasoning in here. The Power of Habit. Names that are intellectually stimulating, or have a good “mouth feel,” have a head start. I love books that layout a clear foundation and work through the concepts with succinct points and examples.

Sep 30, Chi rated it really liked it. Does it suggest a visual interpretation or lend itself to a number of creative executions? Step three is the innovation phase.

When enough individuals arrive at the same gut feeling, a company can be said to have a brand.

Now, one of the things about business books is that not only are most of them pretty dull a sad thing for a writer of professional books to have to admitbut they look pretty dull too. I learned a lot more than I bargained for. Notes Introduction We base our choices on symbolic attributes.

It is unfortunately after chapter 1 about as interesting as most other business books. Page 1 of 1 Start over Page 1 of 1. There hrand a problem filtering reviews right now. This disconnect between strategically focused left brainers and creative right brainers is called the brand gap.

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