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. @Elizabeth Hancock If you really like this you should definitely buy Marty’s book. The book is small and you can read it in one weekend (which. How to Bridge the Distance Between Business Strategy and Design – The Brand Gap by Marty Neumeier.

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The Startup Owner’s Manual. Band live icons and avatars! The Art of War. If only I could have approached the book way earlier, perhaps my career orientation would have been more firmly located. 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. Smart companies can stand gpa against this backdrop of stuffed shirts.

Breve, obvio e inspirador.

The Brand Gap by Marty Neumeier

A concise book of good branding advice. 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 admitbut they look pretty dull too.

He describes the five disciplines of brand-building as differentiating, collaborating, innovating, validating, and, lastly, cultivating. The typesetting in the book is “horsey” and wouldn’t even be acceptable in a first-semester graphic design course.


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It’s a PERSON’S gut feeling, because in the end the brand is defined by individuals, not by companies, markets, or the so-called general public.

Is it short enough to be easily recalled and used? The second question is a bit more challenging, and the third is where many firms stumble. Does it suggest a visual interpretation or lend itself to a number of creative executions? By continuing, you agree to our Terms of Service.

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What does the cost say about its desirability? Whereas most books on branding are weighted bgand 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. I love books that layout a clear foundation and work through the concepts with succinct points and examples.

Todos deben leer esta guia para desarrollar marcas. Is it available for web use? August 4, Imprint: User Review – Flag as inappropriate A beautiful book as you don’t feel that you are reading a book on Branding. When the author refers to the theme from United Airlines who used to use Rhapsody in Blue the songmany people wouldn’t get that since it’s fairly an old campaign.

Trivia About The Brand Gap. Just in my own head.

The Brand Gap applies not only to branding but also provides a great perspective for looking at any ,arty in life as something that needs to be tackled both practically, intuitively and creatively.

Thanks for telling us about the problem. Item s unavailable for purchase. This book really opened my mind and perspective of branding. Learn about the power of imagery and the role of research in building a heavy-duty brand—without the heavy-duty reading.


mxrty He writes with simplicity in mind. But uh, none of that last bit was in the book. Aesthetics is the language of feeling, and people value feeling more than information because they’re information-rich and time-poor. Instead of building a brand on USP unique selling propositionpay more attention to UBS unique buying state of customers.


The result is an easy-to-read overview of what a brand is and how you can get one. At the heart of the book is a simple test: The two sides of the coin often fight over which method is better: It is not an execution playbook but it helps you get started having all elements in one place. How to join aesthetics and strategy and apply it yourself and your job. The New One Minute Manager. By using our website you agree to our use of cookies.

Wojciech Pawlik Its rather short and filled with interesting ideas but for someone with experience in practice. Using memorable principles and simple exercises, Marty leads you and your team on a lively journey from traditional business thinking to ‘designful’ thinking.