The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
Author: Marty Neumeier
List Price: $14.95
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ISBN: 0735713308
Publisher: New Riders (24 January, 2003)
Sales Rank: 3,215
Average Customer Rating: 4.71 out of 5
Customer Reviews
Rating: 5 out of 5
Wow!
This book defies categorization. It's a business book, but it's designed and illustrated like an art book. It's thoroughly grounded in research, but you can read the whole book in an afternoon. Clearly, none of these traits is an accident. Neumeier is using the book to demonstrate one of the tenets of his thesis: When companies combine the "logic" of strategy with the "magic" of creativity, they find that "1+1=11". What's reassuring about THE BRAND GAP is its insistence that branding is not about building a facade to hoodwink the hapless customer, but embedding respect for the customer at every level of the company. I bought this book to read on the plane, and as I boarded I saw two other people with the same book!
Rating: 5 out of 5
Brand Gap - A most readable short course
I am completely enamoured with the style and content of Neumeier's new book and am recommending it to all of my clients! Having worked in the flavor and fragrance industry for my entire career I find this to be the perfect vehicle to explain one of the most powerful aspects of flavor and fragrance application in consumer products, packaging, and advertising - multi-dimensional and multi-sensory brand building! Neumeier's treatise is just too short not be read and enjoyed and applied to modern consumer product development and management! Trout and Ries; and now Neumeier to add meaning to it all! YEE haw!
Rating: 5 out of 5
This one puts it all together.
I've read Aaker, Porras, Trout, Ries, Schmitt, Peters, et al on brand strategy, but this is the first book I've seen that shows how to turn brand strategy into customer delight. Every author seems to come at brand from a single point of view, while Neumeier shows how all those points intersect to make a brand. If you want a prescription, this isn't your book. But if you want insight, you've got to have it on your shelf. It's truly the "Elements of Style" for brand-building. Similar Products
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Book Index