The Brand Gap: Revised Edition (REV)

By Marty Neumeier, Neumeier
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."


Marty Neumeier started his career as a designer, later adding writing and publishing to his list of credits. He has written eight books on brand, strategy, innovation, and company culture.

His first book, The Brand Gap, was conceived as a “whiteboard overview”—a highly visual book designed to be read on a short plane flight. It became an instant bestseller, hitting the top ten on Amazon in the first month. An online version has been viewed over 22 million times since then.

A second whiteboard overview, Zag, was named one of the “top 100 business books of all time.” He quickly followed Zag with three books on design thinking: The Designful CompanyMetaskills, and The 46 Rules of Genius.

During his five-decade career, he has worked closely with innovative companies such as Apple, Sun Microsystems, Adobe, Netscape, Microsoft, HP, and Google, helping them to advance their brands and cultures.

Today he serves as Director of CEO Brand for Liquid Agency, a Silicon Valley firm that designs branded cultures for large organizations. He travels extensively as a workshop leader and speaker on the topics of brand, innovation, and leadership. When he’s not traveling, he and his wife Eileen divide their time between California and southwest France. Connect with Marty on LinkedIn or subscribe to



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ISBN: 9780321348104

About the Paperback

Publisher New Riders Publishing
Publish date 08/01/2005
Pages 208
ISBN-13 9780321348104
ISBN-10 0321348109
Language English

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