• Title: The Brand Gap
  • Author: Marty Neumeier
  • ISBN: 9780321348104
  • Page: 466
  • Format: Paperback
  • The Brand Gap 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
    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 defiTHE 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 glossaryFrom 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.

    One Reply to “The Brand Gap”

    1. 'To begin building your brand, ask yourself three questions: 1. Who are you; 2. What do you do? 3. Why does it matter? A brand is not what you say it is, it is what they say it is.When everyone zigs, zag.'I spend a lot of time on branding issues in my job right now and was recommended this book by our creative agency. Lots of what I call 'open doors' but also some new insights, food for thought. Reads easily. The brand glossary in the back of the book is really good.

    2. Maybe this book is more for "Social tweet blog 2.0 identity transformation consultants" than designers, but I started reading this on the subway this morning and quickly became worried that someone would a) recognize me, b) recognize the book, and then c) slap me across the face, hard.Definitely read this if you like vague generalities and unwarranted assertions. One particular gem:"Logos are dead! Long live icons and avatars! Why? Because logos as we known them--logo-types, monograms, abstract [...]

    3. I am reading quite a lot of business books at present, normally a sign that I'm getting ready to write something myself. At the moment the focus is on branding books. 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 admit), but they look pretty dull too. Interestingly, this even extends to books on branding - and yet there is a intuitive feeling that a branding book ought to look good. I know bran [...]

    4. Giống mấy cuốn sách kiến thức về marketing hồi mình học đại học. Không có gì mới mẻ lắm, cách viết cũng ko phải cuốn hút gì lắm. Tạm được cho bạn nào muốn ''nghiên cứu'' về marketing về brand.

    5. A concise book of good branding advice. I was underwhelmed given this book's reputation. I would've benefited from further explanation and more examples.The author's aim is to present a 30,000 foot view of brand: what it is (and isn't), why it works (and doesn't), and how to bridge the gap between logic (strategy) and magic (creative execution) to build a sustainable competitive advantage.I liked the following advice:• Build trust through meeting and exceeding expectations.• Use courage and [...]

    6. Brand’ is probably one of the most hyped words in marketing today. Everyone talks about ‘building your brand’ but what does that really mean?In The Brand Gap, Marty Neumeier takes a clear shot at defining this often misunderstood marketing principle and nails his target. The result is an easy-to-read overview of what a brand is and how you can get one.Neumeier starts by defining what a brand is not – it isn’t a logo. It isn’t your corporate identity system complete with fonts and col [...]

    7. Awesome. You might need a magnifying glass to read some of the tiny print captions. But overall, a fun and quick intro to branding. I am all jazzed about branding now. It's not, for instance, just this esoteric big-company marketing buzzword. It's just your gut feeling about something. Which is only partly determined by a company's marketing efforts. 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' [...]

    8. Read this quick book on the way back from our annual planning meeting, based on the enthusiastic recommendation of our lead graphic designer. Unfortunately I did not find it as compelling as he did--probably because I am one of those analytical words people, not a "creative." The most interesting thoughts gathered from the well-designed short story:1. A brand is not a logo (wish I could shout that off the roof sometimes at work). Also, brand is not an identity guide.2. "Creativityquires an unnat [...]

    9. Komplexní, stručné, výstižné. Dokonalý návod k tomu, jak pochopit, co značka je a co není, jak ji vybudovat, čemu se vyvarovat, na co klást důraz. Zajímavé příklady, tipy a doporučení pro vlastní použití. Výborná teorie a myslím, že pořád platná.Jakub Hejdánek načetl velmi dobře, jeho hlas k obsahu nahrávky sedí.

    10. "Differentiation has evolved from a focus on “what it is,” to “what it does,” to “how you’ll feel,” to “who you are.” While features, benefits, and price are still important to people, experiences and personal identity are even more important.""Over time, specialists beat generalists. The winner is the brand that best fits a given space. The law of the jungle? Survival of the FITTINGEST.""How do you know when an idea is innovative? When it scares the hell out of you.""A living [...]

    11. I've been really working to up my marketing-specific knowledge, which is always a difficult task in the age of the internet. Things change so quickly, it's hard to keep up! Marty Neumeier has written a quick and easily digestible branding guide that is worth a glance for anyone. It doesn't require a large time investment but still has plenty to share on the subject. Think of this as Branding in the Internet Age 101. I plan to revisit this often to help keep my strategy aligned and my brand looki [...]

    12. The biggest takeaway from this book is that a brand is not what the company says it is, it's what others say it is. But there are ways the company can influence that perception, and it's important for the logic/strategic side and the magic/creative sides to work together to do so in a way that builds trust and thus long-term value for the brand.

    13. I decided to pick up this book to learn about the power and psychology behind corporate and product branding. I learned a lot more than I bargained for. If you are new to the subject this is a great book to start with!

    14. This book really opened my mind and perspective of branding. To be honest i was one of those people who thought that a brand all depended on colors, typography, logos, and voice, but now I see what actually defines a brand. Great book with great visuals.

    15. Extremely helpful!As a graphic designer, I work very closely with branding. This book really out together the ideas of logic and innovation, and the necessary recipe of both that's needed to create, build, and maintain a strong brand.

    16. liked it - bardziej rozbudowany artykuł niż książka. Ale ciekawe i praktyczne tezy w pigułce nigdy nie są złe. liket it - more like an expanded article than a book. But interesting and praktical ideas in a nutshell are never bad.

    17. "If others are zigging, you zag""You need to make sure your brand resonates in the real world. Do prototypes and swap testing""You want to stand out from competitors""Is your brand 'sticky'?""cultivate your brand" -- from the bookThis book should have been Idiot's Guide To Branding. If you are new to branding, meaning if you just graduated from picture books to reading chapter books, this would be a good starting book for branding for you. Perhaps in 2003 when it came out it was more groundbreak [...]

    18. This books is a collection of vague marketing clichés dressed up with attractive design. The author makes a few good points ("a brand is not a logo"), but someone wanting an introduction to marketing would be better served reading Kotler or Kellogg on Marketing.

    19. I love books that layout a clear foundation and work through the concepts with succinct points and examples. Short and sweet Brand Gap is a great primer to think about how to think, build and evaluate the success of your brand. It is not an execution playbook but it helps you get started having all elements in one place.

    20. Có một vài điểm sáng giúp mở mang: 3 mô hình làm việc với agency tổng, agency phụCác phần còn lại thì chưa đúng mong đời mình lắm. hì

    21. Brand. It's not what you say it is. It is what they say it is.Oke, saya ada beberapa poin yang cukup panjang untuk buku ini yang sengaja saya catat di buku tulis. Lebih-lebih karena memang saya sedang tertarik untuk mempelajari mengenai branding. Tapi singkat kata, kenapa sih, brand itu penting? Marty Neumeier kemudian menjawabnya dengan mengajukan pertanyaan lagi:Ada 1349 kamera di pasar, mana yang mau kamu beli?Menurut Neumeier, brand itu bukanlah logo, bukanlah identitas, dan bukan produk. Br [...]

    22. As noted by the author, this was meant to be a “whiteboard overview” readable in a short flight, so I was about to cover it in a few hours. It had been a while since I had revisited any branding topics, so this was a nice easy read with some good general insights.A great example was in the initial few pages on how to think about a brand. “To use Plato’s example, whenever we hear the word “horse” we visualize a majestic creature with four legs . . . that a person can ride long distanc [...]

    23. The Brand Gap: How to Bridge the Distance Between Business Strategy and DesignMarty NeumeierPeachpit PressThis is an expanded edition of a book first published in 2003. In it, Neumeier develops in greater depth several basic ideas about how to bridge a gap between business strategy and design. My own experience suggests that on occasion, there may be a conflict or misalignment rather than a "gap." Or the business strategy is inappropriate. Or the design concepts are wrong-headed. Or the executio [...]

    24. This book was.er than I expected. As a professional graphic designer, who has worked with several entities in various sectors, the buzz word of the era seems to be "branding." I did not expect to learn much new information here. My supervisor gave me the book, as he thought I should read it. I was thoroughly impressed.There is brief discussion of what exactly branding is and what it is not. I wouldn't say this book teaches one how to brand. This book more so teaches how to approach and shape met [...]

    25. Well, Neumeier achieved his promise of a book you could read in a short plane ride. Concise book that gives an overview of branding. The first chapter where he defines what branding is was my favorite. Some quotes:"A brand is a person's gut feeling about a product, service, or company. It's a GUT FEELING because we are all emotional, intuitive beings, despite our best efforts to be rational. It's a PERSON's gut feeling, because in the end the brand is defined by individuals, not by companies, ma [...]

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