The brand gap
The brand gap
£22.99
In the modern business world, companies live or die by their brand. Yet many need help with bridging the gap between their brand strategy and creative execution. This disconnect results in brands that fail to resonate with customers on a deeper level.
Enter “The Brand Gap” by branding expert Marty Neumeier. This groundbreaking book demystifies the art of branding, providing a unified theory and actionable framework for creating wildly successful brands. Through engaging visuals and real-world case studies, Neumeier takes you on a journey through the five critical disciplines of branding:
Differentiation: How to craft a unique, memorable brand position that separates you from the pack.Collaboration: Strategies for unifying your brand experience across departments and customer touchpoints.
Innovation: Techniques for continuous innovation that results in original, attention-grabbing products and messaging.
Validation: Methods to validate your brand strategy and ensure it connects with your target audience.
Cultivation: Ways to cultivate a loyal tribe of brand evangelists who become your biggest advocates.
By mastering these five disciplines, you’ll gain the ability to shrink the “psychic distance” between your company and customers, forging powerful emotional connections. You’ll learn to communicate a cohesive, aspirational brand identity that customers can’t resist.
With over 20 million views of the SlideShare version, “The Brand Gap” has become an international phenomenon and must-read for anyone seeking to build an iconic, profitable brand. Packed with proven strategies and inspiring examples, it’s the ultimate playbook for dominating the market through brilliant branding.
Grab your copy today and start bridging the brand gap to create a wildly successful, customer-obsessed brand!
Year Published
Publisher
Pages
Language
ISBN 10
ISBN 13
Features
- A unified theory of brand-building: The book presents a cohesive approach that bridges the gap between strategic thinking and creative execution in branding. It shows how both analytical and creative aspects need to work together to build a successful “charismatic brand.”
- The five essential disciplines of brand-building: Neumeier outlines five critical disciplines – differentiate, collaborate, innovate, validate, and cultivate – that are necessary for creating and sustaining powerful brands. The book provides a framework for mastering these disciplines.
- Redefining what a brand truly is: Neumeier challenges traditional notions of branding being just a logo or advertising. He redefines a brand as the “gut feeling” people have about a product, service or company, highlighting the importance of shaping perceptions.
- Practical tools and techniques: The book offers actionable advice, tools and techniques for various aspects of branding like quickly testing brand concepts, managing brands from within an organization, determining a customer’s brand experience through design, and more.
- The importance of brand trust: Neumeier emphasizes that the foundation of a strong brand is trust, which is built when a company consistently meets or exceeds customer expectations. He provides insights on cultivating this essential brand trust.
Meet the author
Biography
Books by similar authors
Introduction
- What a brand isn’t
- Why is the brand suddenly hot?
- In version we trust
- What’s your brand worth?
- Brand happens
- The brand gap
- Introducing the charismtic brand
Discipline 1: Differentiate
- Three little questions
- It’s different – i like it
- The evolution of marketing
- Globalism vs tribalism
- Focus, focus, focus
- Are you growing or harvesting your brand
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 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
Quotes from this book
“A brand is not a logo. A brand is not a corporate identity system. It’s a person’s gut feeling about a product, service, or company. Because it depends on others for its existence, it must become a guarantee of trustworthy behavior. Good branding makes business integral to society and creates opportunity for everyone, from the chief executive to the most distant customer.”
― The Brand Gap
“A charismatic brand includes a dedication to aesthetics. Why? Because it’s the language of feeling, and in a society that’s information-rich and time-poor, people value feeling more than information.”
― The Brand Gap
“Even back in the command-and-control days of the production line, Henry Ford’s decision to manufacture automobiles was driven by intuition rather than market research. “If we had asked the public what they wanted,” he explained, “they would have said ‘faster horses.”
― The Brand Gap
“The ability to subtract features is the rare gift of the true communicator.”
― The Brand Gap
Key takeaways
- A unified theory of brand-building: The book presents a cohesive approach that bridges the gap between strategic thinking and creative execution in branding. It shows how both analytical and creative aspects need to work together to build a successful “charismatic brand.”
- The five essential disciplines of brand-building: Neumeier outlines five critical disciplines – differentiate, collaborate, innovate, validate, and cultivate – that are necessary for creating and sustaining powerful brands. The book provides a framework for mastering these disciplines.
- Redefining what a brand truly is: Neumeier challenges traditional notions of branding being just a logo or advertising. He redefines a brand as the “gut feeling” people have about a product, service or company, highlighting the importance of shaping perceptions.
- Practical tools and techniques: The book offers actionable advice, tools and techniques for various aspects of branding like quickly testing brand concepts, managing brands from within an organization, determining a customer’s brand experience through design, and more.
- The importance of brand trust: Neumeier emphasizes that the foundation of a strong brand is trust, which is built when a company consistently meets or exceeds customer expectations. He provides insights on cultivating this essential brand trust.
Blurb
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 a branding-a set of five disciplines to help companies bridge the gap between brand strategy and brand execution, Those with a grasp of branding will be inspired by what they find here, and those who would like to understand it better will suddenly “get it.” This deceptively simple book offers eevryone in the company access to “the most powerful business tool since the spreadsheet.”
“Finally, a book that cuts to the heart of what brand is all about-connecting the rational and the emotional, the theoretical and the practical, the logical and the magical to cerate a sustainable competitive advantage. Everyone in the company should read this book, not just the three people with “brand” in their titles.” – Susan Rockrise, worldwide creative director, Intel
“A pleasure to read. The Brand Gap consistently provides deep, practical insights in a light, visual way. Discover the power of imagery and the role of research in building a heavy-duty brand-without the heavy-duty reading.” – David Aaker, author of “Brand Leadership” and “Building Strong Brands”
“Neumeier stands out among brand-savvy professfionals. His experience as a designer, writer, and strategist lends realism to his five disciplines of brand-building. Anyone who needs a deeper understanding of the creation, management, and evolutionn of brands should grab this book with both hands and start reading.” – Patrick Fricke, manager of Print and NEw Media Design, Kodak
“This is not just another book on brand. This is the only book you’ll need to read in business, engineering, and design school.” – Clement Mok, design entrepreneur/president of Aiga