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

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  More...

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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

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 conversations about building an enduring brand. There's a burning desire for information about how the 'rubber meets the road' in building brands. This is the need that The Brand Gap fills.

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

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