- Häftad (Paperback)
- Antal sidor
- NEW RIDERS PUBLISHING
- 135 x 205 x 15 mm
- Antal komponenter
- 240 g
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The Brand Gap: Revised Edition
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THE BRAND GAP is the first book to present a unified theory of brand. 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 branda brand that customers feel is essential to their lives. In an entertaining two-hour read youll 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 customers experience
how to test brand concepts quickly and cheaply
the importance of managing brands from the inside
FROM THE BACK COVER
Not since McLuhans 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 brandinga 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 brandwithout 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 aboutconnecting 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 youll need to read in business, engineering, and design school. Clement Mok, d...
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Recensioner i media
The surprise book of the year!
JOHN MOORE, EDITOR AT 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. THE BRAND GAP consistently provides deep, practical advice in a light, visual way. Learn about the power of imagery and the role of research in building a heavy-duty brandwithout the heavy-duty reading.
DAVID A. AAKER, AUTHOR OF BRAND PORTFOLIO STRATEGY AND BUILDING STRONG BRANDS
Finally, a book that cuts to the heart of what brand is all aboutconnecting the rational and the emotional, the theoretical and the practical, the logical and the magical to create a sustainable competitive advantage. SUSAN ROCKRISE, WORLDWIDE CREATIVE DIRECTOR, INTEL
A well-managed brand is the lifeblood of any successful company. Read this book before your competitors do! TOM KELLEY, GENERAL MANAGER, IDEO, AND CO-AUTHOR OFTHE ART OF INNOVATION
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 youll need to read in business, engineering, and design school.
CLEMENT MOK, design entrepreneur
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 thats 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. Its 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
Bloggat om The Brand Gap: Revised Edition
Marty Neumeier is president of Neutron, a San Francisco firm that specializes in helping companies integrate their brands. He is also the author of A DICTIONARY OF BRAND, a simplified glossary that allows brand-builders to more easily collaborate across disciplines.