The Brand Gap: How to Bridge the Distance Between Business Strategy and Design 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 very important 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 such a lot of ideas into so few pages.
The use of the visual language of the boardroom, Neumeier presents the first unified theory of branding—a set of five disciplines to lend a hand companies bridge the gap between brand strategy and customer experience.
Those with a take hold of branding will be inspired by the new perspectives they find here, and those that want to know it better will all of sudden “get it.”
This deceptively simple book offers everyone in the company get admission to “the most powerful business tool since the spreadsheet.”
Introduction to the Brand Gap
We base our choices on symbolic attributes. What does the product look like? Where is it being sold? What kind of people buy it? Which “tribe” will I be joining if I buy it? What does the cost say about its desirability? What are other people saying about it? Who makes it?
If I can trust the maker, I can buy it now and worry about it later. The degree of trust I feel towards the product, rather than an assessment of its features and benefits, will determine whether I’ll buy this product or that product.
Trust is the ultimate shortcut to a buying decision and the bedrock of modern branding. Customers trust your brand when their experiences with it consistently meet or beat their expectations.
Charismatic brands have a clear competitive stance, sense of rectitude, dedication to aesthetic. Aesthetics is the language of feeling, and people value feeling more than information because they’re information-rich and time-poor.
There are no dull products, only dull brands. The brand gap, backed by enough courage and imagination, can become a charismatic brand. Morton turns table salt from commodity to premium product by putting a little girl on the package.
The Brand Gap
- Paperback: 208 pages
- Publisher: New Riders; 2nd edition (August 14, 2005)
- Language: English
- ISBN-10: 0321348109
- ISBN-13: 978-0321348104
- Product Dimensions: 5.3 x 0.9 x 7.9 inches
- Shipping Weight: 9.6 ounces