Product Description

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 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 glossary

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.”

Product Details

• Amazon Sales Rank: #41675 in Books
• Published on: 2005-08-25
• Original language: German
• Number of items: 1
• Binding: Paperback
• 208 pages

Review
“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 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

From the Back Cover
The second edition features a 220-term brand glossary and a premium softcover binding.

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 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

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

About the Author
Marty Neumeier's professional mission is to "incite business revolution by unleashing the power of design thinking." He does this by writing books, conducting workshops, and speaking internationally about the power of brand, innovation, and design. His bestselling "whiteboard" books include THE BRAND GAP, ZAG, and THE DESIGNFUL COMPANY. His video, MARTY NEUMEIER'S INNOVATION WORKSHOP, combines highlights from all three books into a hands-on learning experience. Marty serves as Director of Transformation at Liquid Agency, and divides his writing time between California and southwest France.

Customer Reviews

Thought-Provoking Insights About Thought-Provocation
This 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 execution fails. Whatever, Neumeier correctly notes that "A lot of people talk about it. Yet very few people understand it. Even fewer know how to manage it. Still, everyone wants it. What is it? Branding. of course -- arguably the most powerful business tool since the spreadsheet." What Neumeier offers is a "30,000-foot view of brand: what it is (and isn't), why it works (and doesn't), and most importantly, how to bridge the gap between logic and magic to build a sustainable competitive advantage." Of course, that assumes that both logic and magic are present and combined...or at least within close proximity of each other.

As others have already indicated, Neumeier provides a primer ("the least amount of information necessary") rather than a textbook. His coverage is not definitive, nor intended to be. He has a crisp writing style, complemented by "the shorthand of the conference room" (i.e. illustrations, diagrams, and summaries). Some describe his book an "easy read" but I do not. When reading short and snappy books such as this one, I have learned that certain insights resemble depth charges or time capsules: they have a delayed but eventually significant impact. For example, Neumeier explains why "Three Little Questions" can bring a high-level marketing meeting to a screeching halt:

1. Who are you?
2. What do you do?
3. Why does it matter?

I also want to express my admiration of the book's design features. They create an appropriate visual context within which Neumeier examines each of five "Disciplines": differentiation, collaboration, innovation, validation, and cultivation. Expect no head-snapping revelations. For many of those who read this book, its greatest value will will be derived from reiteration of certain core concepts which Neumeier reviews with uncommon clarity and concision. Check out the "Take-Home Lessons" (pages 149-157) which include

"A brand is a person's gut feeling about a product, service, or company. It's not what you say it is. It's what THEY say it is."

"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."

"How do you know when an idea is innovative? When it scares the hell out of you."

Readers having relatively less experience with the branding process will especially appreciate the provision of an expanded (220-word) "Brand Glossary." Neumeier also includes a "Recommended Reading" section in which he briefly comments on each source. When reading business books, I much prefer annotated bibliographies such as Neumeier's to mere lists. For whatever reasons, many provide neither.

Well Designed
Very easy to read, tries to pin down what can be a nebulous concept, the idea of 'brand gap', basically the hole down which marketing attempts fall when the marketers ideas don't match those of the buying public. The layout is business, powerpoint style friendly. It is pithy, to the point and easily digestible for those business people with the need to address this problem or at least understand it, and not much time in which to do it. Good glossary in the revised edition.

Brilliant introduction for beginners
I can only say that this small book really got me thinking and offered many "AH!" -moments. Worth reading as a quick intro and full of and usefull knowledge. Absolutely usefull if you're interested in bradning.

Best regards,
Kristian Kjærgaard
Graphic designer, Denmark