Review
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“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
brand―without 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
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
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
you’ll 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 that’s desirable?’”
―STEVE HARRINGTON, DIRECTOR OF STRATEGY AND OPERATIONS,
HEWLETT-PACKARD
“The book slices like a hot 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
Synopsis
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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 chey / 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 ins 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 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
