—JOHN MOORE, EDITOR AT FAST COMPANY
“The first book on brand that seems fresh and relevant.”
—RIC GREFE, EXECUTIVE DIRECTOR OF AIGA, THE PROFESSIONAL ASSOCIATION FOR DESIGN
“A pleasure to read. THE BRAND GAP consistently provides deep, practical advice in a light, visual way. Learn about the power of imagery and the role of research in building a heavy-duty brand—without the heavy-duty reading.”
—DAVID A. AAKER, AUTHOR OF BRAND PORTFOLIO STRATEGY AND BUILDING STRONG BRANDS
“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.” —SUSAN ROCKRISE, WORLDWIDE CREATIVE DIRECTOR, INTEL
“A well-managed brand is the lifeblood of any successful company. Read this book before your competitors do!” —TOM KELLEY, GENERAL MANAGER, IDEO, AND CO-AUTHOR OF THE ART OF INNOVATION
“In THE BRAND GAP, Neumeier reminds us that the ultimate moment of truth for all brands is the customer experience. Customer perceptions trump our own perceptions.”
—KURT KUEHN, SENIOR VP OF WORLDWIDE MARKETING AND SALES, UPS
“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
“Must-reading for anyone who wants to understand how their business strategy will succeed or fail when put to the ultimate test: ‘Do customers perceive a difference that’s desirable?’”
—STEVE HARRINGTON, DIRECTOR OF STRATEGY AND OPERATIONS, HEWLETT-PACKARD
“The book slices like a hot knife through all the turgid, pseudo-academic nonsense that surrounds branding. It’s now on the course list for my graduate students, and new members of my team at Ogilvy get a copy with their training materials.”
—BRIAN COLLINS, EXECUTIVE CREATIVE DIRECTOR, OGILVY
--This text refers to an alternate Paperback edition.
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"