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The Brand Gap: How to Bridge the Distance Between Business Strategy and Design Paperback – August 14, 2005
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Best Books of the Year So Far in fiction, nonfiction, mysteries, children's books, and much more.
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—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
From the Back Cover
- 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."
Top Customer Reviews
As others have already indicated, Neumeier provides a primer ("the least amount of information necessary") rather than a textbook. His coverage is not definitive, nor intended to be. He has a crisp writing style, complemented by "the shorthand of the conference room" (i.e. illustrations, diagrams, and summaries). Some describe his book an "easy read" but I do not. When reading short and snappy books such as this one, I have learned that certain insights resemble depth charges or time capsules: they have a delayed but eventually significant impact. For example, Neumeier explains why "Three Little Questions" can bring a high-level marketing meeting to a screeching halt:
1. Who are you?
2. What do you do?
3. Why does it matter?Read more ›
The Brand Gap is also quaintly outdated. At one point the author talks about how most websites are poorly designed and shows an example of something ala 1998. Well...A LOT has changed since this book was published (2006) and there are numerous examples of gorgeous, and useful websites on the market today. Granted, there's lots of bad design out there, but things have, and are, getting better.
A particularly embarrassing example is the author's use of Amazon's market share to elucidate his point about creating a focused brand. He gloats about Amazon losing 30% of it's market share after extending it's repertoire beyond books. Well guess what...the joke is on us now. Amazon magically broke the curse of expansion and their sales have risen 219% to $34.2 billion between 2006 and 2010. This NEEDS to be addressed in the book, otherwise the author's use Amazon's statistics is simply misinformation. It takes away a lot of the books credibility.
And speaking of credibility...For a book that stresses the importance of design and aesthetics, it needs to take a look in the mirror. The typesetting in the book is "horsey" and wouldn't even be acceptable in a first-semester graphic design course. Sure, I'm splitting hairs here, and most people wouldn't notice the typographic nuances, but a book that is half about design needs to take things like this seriously.Read more ›
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.Read more ›
Most Recent Customer Reviews
I came across this book on a list of recommendations. Once it arrived, I flipped through it briefly and was impressed by how terrible—absolutely terrible—the design was. Read morePublished 1 month ago by Dirk Naves
Picked it up at the start of my flight and managed to learn the broad strokes of branding by the time we landed. Great read!Published 2 months ago by Ahmed Al Kindi
I guess this writer was annoyed by confusion and wanted to set things straight.
The book outlined the factors at play in the creative/ advertising process methodologically,... Read more
I appreciate that Neumeier recognizes that while style may not be more important than substance, without style no one cares about your substance. Read morePublished 3 months ago by Aaron Duvall
Oh, goodness. What great information this book has to give. Great examples and insight on the difference between branding, trademarks, logos, etc. Read morePublished 3 months ago by Kristen
Clear and to the point. Marty Neumeier articulates his “best practices” to branding, debunks old myths and brings fresh perspective to helping businesses communicate themselves in... Read morePublished 3 months ago by Aubrey Smith
When I normally look at a book and decide whether or not to read it, I normally do an overview of the contents of the book. Read morePublished 3 months ago by Alexandra Marintzer