The Brand Gap: How to Bridge the Distance Between Business Strategy and Design

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(as of Feb 01, 2025 00:44:19 UTC – Details)

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.”

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Title
The brand gap: How to Bridge the Distance Between Business Strategy and Design Zag: The Strategy of High-Performance Brands The designful company: How to Build a Culture of Nonstop Innovation The brand flip: Why Customers Now Run Companies and How to Profit From It Marty Neumeier’s Innovation Toolkit

Who this book is for
Those new to branding and brand marketing. Those in the early stages of creating or rethinking a brand. Get this book if you are looking to transform a company, or team, into an engine of nonstop Innovation. If you liked The Brand Gap, you’ll love The Brand Flip Anyone interested in transforming their company and brand.

Core Concept
In 2003 Marty Neumeier, the first expert to call for the hiring of chief brand officers, or CBOs, redefined a ‘brand’ from being a logo to being ‘a customer’s gut feeling about a product, service, or company’. In other words, ‘It’s not what you say it is. It’s what they say it is’. It’s based on a simple but challenging mandate: ‘When everyone zigs, zag’. Zagging is the art of positioning a product or company in order to eliminate or minimize competition. Companies that zig (i.e., head in the same direction as their competitors) have no choice but to compete on price. Great brands aren’t built in isolation; they require the talent and cooperation of a wide range of people with differing skill sets. The secret of nonstop innovation is design thinking. Today’s customers don’t buy brands; they join brands. They no longer want products; they want meaning. They hate to be sold to, but they love to buy—and they buy in tribes. Social media has ushered in ten major changes to how businesses operate. Marty Neumeier presents concepts from his three bestselling ‘whiteboard’ books—The Brand Gap, Zag, and The Designful Company—to give you the tools you need to thrive in the new economy.

What You Will Learn
Marty (the first to identify customer communities as ‘brand tribes’, passionate devotees who determine the success or failure of any brand) divides brand management into five key competencies: differentiation, collaboration, innovation, validation, and cultivation. At the heart of the book is a simple test: Our brand is the only _________ that _________. By filling in the blanks, you’ll not only build the foundation for a strong brand, but have a filter for every decision you make going forward. Zag was named one of ‘the hundred best business books of all time’. How to foster creative collaboration across a variety of roles and silos to deliver a constant stream of innovative products, services, communications, and customer experiences. How to apply the ’16 levers of change’ to transform your company from a fast follower to an innovation leader. Marty addresses these major changes with simple but powerful frameworks such as the Brand Commitment Matrix, the Brand Commitment Scale, and the Brand Experience Map. As in all of Marty’s whiteboard books, The Brand Flip is filled with insightful graphics that make reading a pleasure. Using memorable principles and simple exercises, Marty leads you and your team on a lively journey from traditional business thinking to ‘designful’ thinking. You’ll come back to these ideas again and again as you transform your company into a powerhouse of nonstop innovation.

Publisher ‏ : ‎ New Riders; 2nd edition (August 4, 2005)
Language ‏ : ‎ English
Paperback ‏ : ‎ 208 pages
ISBN-10 ‏ : ‎ 0321348109
ISBN-13 ‏ : ‎ 978-0321348104
Item Weight ‏ : ‎ 9.6 ounces
Dimensions ‏ : ‎ 5.3 x 0.9 x 7.95 inches