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- Publisher: New Riders Publishing
- Format: Paperback | 192 pages
- Dimensions: 134mm x 205mm x 14mm | 240g
- Publication date: 24 January 2003
- ISBN 10: 0735713308
- ISBN 13: 9780735713307
There's a buzz about branding these days, as business strategists, designers, developers, marketers and CEOs seek to rebuild the web--and indeed whole companies--by paying attention to user experience. The Brand Gap is a concise primer for anyone who wants to leverage the power of branding. It shows the reader how to make the leap from a logical business strategy to powerful, creative execution. After explaining what a brand is (and what it isn't), and the foundations of a brand, the author takes the reader through five critical disciplines: Differentiation, Collaboration, Innovation, Validation, and Cultivation. Finally, a summary of key take-home lessons is included to stimulate conversations about building an enduring brand. There's a burning desire for information about how the 'rubber meets the road' in building brands. This is the need that The Brand Gap fills.
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Marty Neumeier is president of Neutron, a San Francisco firm that specializes in helping companies integrate their brands. He is also the author of A DICTIONARY OF BRAND, a simplified glossary that allows brand-builders to more easily collaborate across disciplines.
Table of contents
Introduction. What a Brand Isn't. Why is Brand Suddenly Hot? In Verisign We Trust. What's Your Brand Worth? Brand Happens. The Brand Gap. Introducing the Charismatic Brand. Discipline 1. Differentiate. Three Little Questions. It's DifferentI Like It. The Evolution of Marketing. Globalism vs. Tribalism. Focus, Focus, Focus. Are You Growing or Harvesting Your Brand? Discipline 2. Collaborate. It Takes a Village to Build a Brand. The New Collaboratives. Hooray for Hollywood. The Power of Prototypes. Discipline 3. Innovate. Where the Rubber Meets the Road. When Everybody Zigs, Zag. Brand or Bland? Those Crazy New Names. Icons and Avatars. It's All Packaging. Does Our Website Look Fat in This Dress? Discipline 4. Validate. The New Communication Model. People Are Different. Test Is Not a Four-letter Word. The Myth of Focus Groups. How to Avoid Getting Skewed. The Swap Test. The Concept Test. The Field Test. What are We Looking For? Discipline 5. Cultivate The Living Brand. Every day You Write the Book. The Brand As a Compass. Protecting the Brand. Where Are All the CBOs? The Virtuous Circle. Take-home Lessons. Recommended Reading. Acknowledgments. Index. Colophon. About the Author.