Brand Gap How to Bridge the Distance Between Business Strategy and Design

Name: Brand Gap How to Bridge the Distance Between Business Strategy and Design
Price: 4.34 USD
Availability: InStock
ISBN: 9780735713307

ISBN-10: 0735713308

ISBN-13: 9780735713307

Edition: 2003

Authors: Marty Neumeier

List price: $14.95

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Description:

There's a buzz about branding these days, as business strategists, designers, developers, marketers and CEOs seek to rebuild the web--and indeed whole companies--by paying attention to user experience. The Brand Gap is a concise primer for anyone who wants to leverage the power of branding. It shows the reader how to make the leap from a logical business strategy to powerful, creative execution. After explaining what a brand is (and what it isn't), and the foundations of a brand, the author takes the reader through five critical disciplines: Differentiation, Collaboration, Innovation, Validation, and Cultivation. Finally, a summary of key take-home lessons is included to stimulate…

Book details

List price: $14.95
Copyright year: 2003
Publisher: New Riders Publishing
Publication date: 1/24/2003
Binding: Paperback
Pages: 192
Size: 5.00" wide x 7.75" long x 0.50" tall
Weight: 0.550
Language: English



Introduction


What a Brand Isn't


Why is Brand Suddenly Hot? In Verisign We Trust


What's Your Brand Worth? Brand Happens


The Brand Gap


Introducing the Charismatic Brand



Differentiate


Three Little Questions


It's DifferentI Like It


The Evolution of Marketing


Globalism vs


Tribalism


Focus


Are You Growing or Harvesting Your Brand?



Collaborate


It Takes a Village to Build a Brand


The New Collaboratives


Hooray for Hollywood


The Power of Prototypes



Innovate


Where the Rubber Meets the Road


When Everybody Zigs, Zag


Brand or Bland?


Those Crazy New Names


Icons and Avatars


It's All Packaging


Does Our Website Look Fat in This Dress?



Vali20030130


The New Communication Model


People Are Different


Test Is Not a Four-letter Word


The Myth of Focus Groups


How to Avoid Getting Skewed


The Swap Test


The Concept Test


The Field Test


What are We Looking For?



Cultivate


The Living Brand


Every day You Write the Book


The Brand As a Compass


Protecting the Brand


Where Are All the CBOs?


The Virtuous Circle


Take-home Lessons


Recommended Reading


Acknowledgments


Index


Colophon


About the Author