Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.

  • Apple
  • Android
  • Windows Phone
  • Android

To get the free app, enter your mobile phone number.

Buy New
$19.40
  • List Price: $29.99
  • Save: $10.59 (35%)
Free Shipping for Prime Members
FREE Shipping
Get free shipping
Free 5-8 business-day shipping within the U.S. when you order $25 of eligible items sold or fulfilled by Amazon.
Or get 4-5 business-day shipping on this item for $5.99. (Prices may vary for AK and HI.)
Learn more about free shipping
on orders over $25—or get FREE Two-Day Shipping with Amazon Prime
In Stock.
Ships from and sold by Amazon.com. Gift-wrap available.
The Brand Gap: How to Bri... has been added to your Cart
Other Sellers on Amazon
Add to Cart
$18.99
+ $3.99 shipping
Sold by: SuperBookDeals---
Add to Cart
$19.00
+ $3.99 shipping
Sold by: Goodworks2
Add to Cart
$23.44
+ Free Shipping
Sold by: bargainbookstores-
Have one to sell? Sell on Amazon
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See all 2 images

The Brand Gap: How to Bridge the Distance Between Business Strategy and Design Paperback – August 14, 2005

4.3 out of 5 stars 173 customer reviews

See all 3 formats and editions Hide other formats and editions
Price
New from Used from
Kindle
Paperback
$19.40
$12.00 $4.73

The Amazon Book Review
The Amazon Book Review
Author interviews, book reviews, editors picks, and more. Read it now
click to open popover

Frequently bought together

  • The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
  • +
  • Zag: The Number One Strategy of High-Performance Brands
  • +
  • Creative Strategy and the Business of Design
Total price: $49.64
Buy the selected items together


From the Publisher

Brand marketing Brand strategy Innovation Brand marketing and strategy Business marketing and strategy
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.

Editorial Reviews

Review

From the Back Cover

See all Editorial Reviews

Product details

  • Paperback: 208 pages
  • Publisher: New Riders; 2nd edition (August 14, 2005)
  • Language: English
  • ISBN-10: 0321348109
  • ISBN-13: 978-0321348104
  • Product Dimensions: 5.3 x 0.8 x 8 inches
  • Shipping Weight: 10.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars 173 customer reviews
  • Amazon Best Sellers Rank: #15,810 in Books (See Top 100 in Books)
  • Would you like to tell us about a lower price?
    If you are a seller for this product, would you like to suggest updates through seller support?

NO_CONTENT_IN_FEATURE

Amazon First Reads | Editors' picks at exclusive prices

Related media


Customer Reviews

Rated by customers interested in
Book Series
4.2 out of 5 stars
4.2 out of 5 stars
Books
4.0 out of 5 stars
4.0 out of 5 stars

Read reviews that mention

Top customer reviews

March 10, 2012
Format: Paperback|Verified Purchase
37 people found this helpful
|Comment|Report abuse
April 17, 2016
Format: Paperback|Verified Purchase
4 people found this helpful
|Comment|Report abuse
June 12, 2017
Format: Kindle Edition|Verified Purchase
One person found this helpful
|Comment|Report abuse

Most recent customer reviews

Set up an Amazon Giveaway

The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
Amazon Giveaway allows you to run promotional giveaways in order to create buzz, reward your audience, and attract new followers and customers. Learn more about Amazon Giveaway
This item: The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
Pages with related products. See and discover other items: computer graphics, brand management, brand marketing, business strategy, small business marketing