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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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發表於2024-11-07

The Brand Gap 2024 pdf epub mobi 電子書下載

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學生、創意人、行銷人必備聖品.. 至於怎樣不得而知. 每個人有每個人的看法和吸收方式. 反正之於我，的確是有點難看得下去. 不過呢，既然是傳説中的學生、創意人、行銷人必備聖品，那還是希望您沒事做的時候翻一翻或許有驚喜和收穫還不一定呢！~

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Top executives put emphasis on "hard strategies" like economics, legal, timeline, and so on, while neglect the "soft strategies" of the managerial function such as "emotion". Well, what customers feel about a brand at first? The answer is "What I feel about...

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出版者:Peachpit Press

作者:Neumeier, Marty

出品人:

頁數:208

譯者:

出版時間:2006

價格:USD 21.99

裝幀:Paperback

isbn號碼:9780321348104

叢書系列: