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.

Author: Fezragore Samubar
Country: Lithuania
Language: English (Spanish)
Genre: Medical
Published (Last): 22 January 2006
Pages: 447
PDF File Size: 6.19 Mb
ePub File Size: 12.38 Mb
ISBN: 778-3-84165-453-3
Downloads: 63981
Price: Free* [*Free Regsitration Required]
Uploader: Majar

The Brand Gap: Revised Edition – Marty Neumeier – Google Books

It is not an execution playbook but it helps you get started having all elements in one place. Brief, obvious and inspiring. It requires getting numerous people within your organization working with your creative firms, ad agencies, research companies, and strategy consultants on the same page about who you are, what you do, and why it matters. August 4, Imprint: And it is an example of how a book’s looks can really influence your buying decision.


This disconnect between strategically focused left brainers and creative right brainers is called the brand gap. Set up a giveaway. Great book with great visuals. East Dane Designer Men’s Fashion.

People see the play whenever they experience the brand, and then they tell others. While companies can’t control this process, they can influence it by communicating the qualities that make this product different than that product.


Which is only partly determined by a company’s marketing efforts. It’s determined by the sum of people’s experience with the company, which marketing usually forms the first line of, but it’s deeper than that. Overall, the application of the 5 disciplines are relevant in any persons context, despite some of the outdated references.

Perhaps in when it came out it was more groundbreaking but I feel in today’s world of marketing and branding obsession filled with websites, newsletters, etc the stuff in this book is old hat. Features and benefits are still important, but personal identity has become even more important. And why shouldn’t it be?

The left and right brain are not working together. In an entertaining two-hour read you’ll learn: Zag was named one of ‘the hundred best business books of all time’. Who is it for?

Is it short enough to neu,eier easily recalled and used? Definitely read this if you like vague generalities and unwarranted assertions.

Would you like to tell us about a lower price? Is it available for web use? In The Brand Gap, Marty Neumeier takes a clear shot at defining this often misunderstood marketing principle and nails his branr.

I’ve even found myself quoting the book as I reinforce and execute on the knowledge I’ve learned. UX for Lean Startups. Definitely a strong introduction to branding.

Differentiate You need unambiguous answers to these questions: Another book that I have been keeping for a long time before graduation, yet only read after being in the workforce for 4 years.


It is the first marketing book that makes you smile. Why does it matter? Chi ama i libri sceglie Kobo e inMondadori. I was underwhelmed given this book’s reputation. Rich Dad Poor Dad. Because logos as we known them–logo-types, monograms, abstract symbols, and other two-dimensional trademarks–are products of the printing press and mass communication.

Innovate It’s magic creativity, executionnot logic strategythat ignites passion in customers.

Follow the Author

Jan 08, Cyrus Alderwood rated it really liked it. Selling has evolved from an emphasis on what it has, to what it does, to what you’ll feel, to who you are. 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. Other editions – View all The Brand Gap: Lists with This Book. Get this book if you are looking gzp transform a company, or team, into an engine of nonstop Innovation.