The Brand Gap eBook

Marty Neumeier

The Brand Gap eBook

By Marty Neumeier
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Marty Neumeier
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THE BRAND GAP presents a unified theory of brand-building. 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

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Table of contents
  • Introduction
  • Discipline 1: Differentiate
  • Discipline 2: Collaborate
  • Discipline 3: Innovate
  • Discipline 4: Validate
  • Discipline 5: Cultivate
  • Take Home Lessons
  • Brand Glossary
  • Acknowledgments
  • Recommended Reading