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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.� (less)

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 (…more)