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

Marty Neumeier (Author)

Book Description

Publication Date: January 24, 2003 | ISBN-10: 0735713308 | ISBN-13: 978-0735713307 | Edition: 1st

THE BRAND GAP is the first book to present a unified theory of brand. 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:
• a 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

Also see: THE BRAND GAP second edition, which includes a 220-term brand glossary and premium softcover binding.

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 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 everyone 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 create 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 professionals. 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 evolution 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 enterprenuer/President of AIGA

"THE BRAND GAP is an original. It describes the full range of creative interdependencies that need to be managed in concert, but in a language so plain, crisp, and simple that you suddenly 'see' the concept of brand--and can act boldly on it." --Peter Van Naarden, Director of Global Brand for Hewlett-Packard Co.

"THE BRAND GAP couldn't be more timely. Just when we're at our most skeptical about corporate motives, along comes a book that shows how to evaluate and develop a brand in a straightforward and honest manner." --David Stuart, Brand Designer and Co-Founder of The Partners, London

"This is an important work, with just the right level of accessibility. Despite our overexposure to brand theory these days, THE BRAND GAP is the first book that seems fresh and relevant." --Richard Grefe, Executive Director, The American Institute of Graphic Arts

"A well-managed brand is the lifeblood of any successful company--and Neumeier shows us exactly how to do it. Read this book before your competitors do!" --Tom Kelley, General Manager of Ideo/Author of "The Art of Innovation"

Editorial Reviews

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 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 everyone 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 create 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 professionals. 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 evolution 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 enterprenuer/President of AIGA

"THE BRAND GAP is an original. It describes the full range of creative interdependencies that need to be managed in concert, but in a language so plain, crisp, and simple that you suddenly 'see' the concept of brand--and can act boldly on it." --Peter Van Naarden, Director of Global Brand for Hewlett-Packard Co.

"THE BRAND GAP couldn't be more timely. Just when we're at our most skeptical about corporate motives, along comes a book that shows how to evaluate and develop a brand in a straightforward and honest manner." --David Stuart, Brand Designer and Co-Founder of The Partners, London

"This is an important work, with just the right level of accessibility. Despite our overexposure to brand theory these days, THE BRAND GAP is the first book that seems fresh and relevant." --Richard Grefe, Executive Director, The American Institute of Graphic Arts

"A well-managed brand is the lifeblood of any successful company--and Neumeier shows us exactly how to do it. Read this book before your competitors do!" --Tom Kelley, General Manager of Ideo/Author of "The Art of Innovation"

About the Author

Marty Neumeier is president of Neutron, a San Francisco firm that specializes in helping companies integrate their brands. He is also the author of A DICTIONARY OF BRAND, a simplified glossary that allows brand-builders to more easily collaborate across disciplines. 

See all Editorial Reviews

Product Details

• Paperback: 192 pages
• Publisher: New Riders Press; 1st edition (January 24, 2003)
• Language: English
• ISBN-10: 0735713308
• ISBN-13: 978-0735713307
• Product Dimensions: 8.1 x 5.3 x 0.5 inches
• Shipping Weight: 8.5 ounces
• Average Customer Review: 4.5 out of 5 stars  See all reviews (41 customer reviews)
• Amazon Best Sellers Rank: #267,816 in Books (See Top 100 in Books)
  • #79 in Books > Business & Investing > Management & Leadership > Strategy & Competition

More About the Author

Marty Neumeier's mission is to "incite business revolution by unleashing the power of design thinking." He does this by writing books, conducting workshops, and speaking internationally about brand, innovation, and design. His bestselling "whiteboard" books include THE BRAND GAP, ZAG, and THE DESIGNFUL COMPANY. His video, MARTY NEUMEIER'S INNOVATION WORKSHOP, combines highlights from all three books into a hands-on learning experience. Marty serves as Director of Transformation for Liquid Agency, and divides his writing time between California and southwest France.

Customer Reviews

Most Helpful Customer Reviews

11 of 11 people found the following review helpful:

4.0 out of 5 stars A Branding Primer for Sales Professionals, August 3, 2005

By 

Michael C. Wagner "President, White Rabbit Group" (Des Moines) - See all my reviews
(REAL NAME)   

This review is from: The Brand Gap: How to Bridge the Distance Between Business Strategy and Design (Paperback)

Branding and selling must live in peace. They seldom do - and that's not good for anyone.

One reason there is confusion regarding brand/sales harmony is due to the over complicated nature of most books on branding. Branding has turned into a high concept domain of intellectuals and creative types that leaves the sales force feeling like strangers in a strange land.

The good news is that Marty Neumeier has taken the time to write with clarity. He brings brand into clear focus with a direct and easy to read book entitled The Brand Gap.

Here are seven branding truths from The Brand Gap that just may create sales-brand peace in our time!

1. Neumeier posits a simple, to the point, definition of brand, "A brand is a person's gut feeling about a product, service, or company." Sales professionals understand gut feelings and ought never to forget this definition. Too often a sales process will treat the customer as a logical, rational being that will make the best choice based on the evidence. That kind of left-brained approach to selling ignores what people are really like. Yes, reason plays a part, but not nearly as dominate a part as sales people would like. It might be comforting to think that all you need is a well-reasoned argument for your product or service, but sales and brands are more complex than that. Too often brand managers have worked hard at creating that "gut feeling" only to have it undone by a "nothing but the facts" sales process.

2. The Brand Gap says - "The foundation of brand is trust". This is THE common ground of branding and selling. Trust is always the first goal. No product, service or company will ever communicate value without first establishing trust. Without trust, customers cannot assign value to you or what you are selling. Great brands create a context of trust. The sales person still needs to build individual trust, but without a brand addressing the fears and establishing a safe context - sales will continue to be at a disadvantage. Great salespeople will understand how the brand seeks to create trust while making sure their sales process builds on it.

3. This book establishes the value of a brand in a way with which every salesperson can fully agree. "The value of your brand grows in direct proportion to how quickly and easily customers can say "yes" to your offering." I think I can hear an "amen" in the sales department. But I would add one bit of caution: Very few sales are ever a matter of simply "taking the order". No matter how strong the brand is, salespeople must never hurry past the need to get what I call "the second yes". The first "yes" is the client's positive response to creative branding. The second "yes" is the client's positive response to a sales process that uncovers their individual needs.

4. Neumeier challenges salespeople to get beyond features and benefits. The lazy will resist this - the wise will agree. Brands these days are about "symbolic attributes". Product features can be quickly copied in a marketplace where mass customization techniques are available to all. But symbolic attributes get inside the heart of the client with a series of branded answers to key questions.

- 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 the desirability?

- What are other people saying about it?

- Who makes it?

This is all good for salespeople hear. When branding folks insist on a list of standards that salespeople find needless; salespeople would do well to remember there are very valid reasons for managing the "symbolic attributes"!

5. Our brains filter out irrelevant information; letting in only what is different and useful. It's good to see brand managers being told to get "different" and be "useful". So much that passes as advertising is neither. But salespeople need the same lesson! In branding it's called market research. In sales it's called listening and interviewing. The day has come when brands and sales must be creatively relevant. Fail here and everyone should plan to be ignored.

6. Neumeier says design ignites passion in people. He's right. But traditional adversarial and manipulative sales processes are certain to put the fire out! I know from personal experience that, in its heyday, Saturn's brand fire burned all the more because of a sales process that was as distinctive and relevant as the brand. Well-designed products and services deserve well-designed sales processes. Keep the fire burning brand builders and sales makers!

7. Finally, The Brand Gap introduces the "brandometer" - a durable set of ideas about what the brand is and what makes it tick. Sales is not excluded from using the "brandometer"! No one is excluded! Everyone must ask the million-dollar question: "Will it help or hurt the brand?" This is the discipline question. I know sales people might want to fudge here. They live with the pressure of making their numbers. But don't give in to the temptation. Ask that question often enough and sincerely - and, you will be making millions by selling millions.

9 of 10 people found the following review helpful:

4.0 out of 5 stars Beyond Trout and Ries, July 3, 2004

By 

Steven Perrino (New York, NY) - See all my reviews

This review is from: The Brand Gap: How to Bridge the Distance Between Business Strategy and Design (Paperback)

The Brand Gap picks up where Trout and Ries leave off. It gets into areas that traditional marketing and positioning books fear to tread, namely the role of aesthetics in building brands. As a 30-year veteran of Madison Avenue, I've learned the hard way that it doesn't matter how great your strategy is---it's execution PLUS strategy that moves products. Neumeier is one of the first to recognize this simple but elusive truth. It's enough to give one hope for the future of the marketing business. For that matter, for the future of business. Period.

6 of 6 people found the following review helpful:

5.0 out of 5 stars shortest treatise on branding, September 1, 2006

By 

J. Malnar (Zagreb Croatia) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: The Brand Gap: How to Bridge the Distance Between Business Strategy and Design (Paperback)

in existence, that still tells most important things about branding you need to know.

It said nothing new to me, but then again I have read the authors and branding / positioning gurus Marty Neumeier mentions and quotes plus two dozen other books on branding and strategy.

So instead of doing it the hard way, like I did, you CAN actually find out most you need to know about branding from this rather small book during a three hour flight.

One thing I don't like about this book is its "look and feel", layout and fonts.

Its like the author wanted to be SO COOL and innovative SO BAD that he took it overboard. I found it annoying, not cool at all.