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The brand gap : how to bridge the distance between business strategy and design : a whiteboard overview

Location	Qbm
Main Entry - Personal Name	Neumeier, Marty
Title Statement	The brand gap : how to bridge the distance between business strategy and design : a whiteboard overview
Publication, Distribution, etc. (Imprint)	New Riders/Hayden ; Pearson Education [distributor], Indianapolis, Ind. : London : cop. 2006
	2006
	Språk: Engelska.
Dewey Decimal Classification Number	658.827
SAB Classification Code	Qbm
Edition Statement	Rev. ed.
Physical Description	194 s. : ill. ; 22 cm
General Note	Previous ed.: 2003 Omslag: "AIGA"
Subject - Topical Term	Brand name products Brand name products Branding (Marketing) Internet marketing Märkesvaror
Added Entry - Corporate Name	American Institute of Graphic Arts
ISBN	0-321-34810-9 (pbk.) :
Waiting	0 (0)

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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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Id	Status	Due date	Owner	Location	Shelf
	Available		Konstfacks bibliotek		Qbm