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. @Elizabeth Hancock If you really like this you should definitely buy Marty’s book. The book is small and you can read it in one weekend (which. How to Bridge the Distance Between Business Strategy and Design – The Brand Gap by Marty Neumeier.

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Robert B Cialdini PhD. 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.

Chi ama i libri sceglie Kobo e inMondadori. You can remove the unavailable item s now or we’ll automatically remove it at Checkout. Brahd, Collaborate, Innovate, Validate, Nfumeier. Marty Neumeier No preview available – Read this quick book on the way back from our annual planning meeting, based on the enthusiastic recommendation of our lead graphic designer. What are other people saying about it? There are no dull products, only dull brands.

Now, one of the things about business books is that not only are most of them pretty dull a sad thing for a writer of professional books to have to admitbut they look pretty dull too. It reads like a bloated blog post and interjects random visuals that are only sometimes helpful.

The Power of Habit. Aug 04, Richard Newton rated it liked it Shelves: Is there a reasonable fit with the business purpose? Cultivate Instead of trying to present a smooth surface, project a 3D personality, inconsistencies and all.

Neumeier cautions against using focus groups as the absolute word on whether the idea will work, but research and focus groups can point you in the right direction. Will people enjoy using it? When everyone zigs, zag. What does the cost say about its desirability? What kind of people buy it?


Learn more about Amazon Giveaway. When the author refers to the theme from United Airlines who used to use Rhapsody in Blue the songmany people wouldn’t get that since it’s fairly an old campaign. Ratings and Reviews 0 4 star ratings 0 reviews. But interesting and gwp ideas in a nutshell are never bad. Customer perceptions trump neumeie own perceptions. Great Book for those who are into branding, Design, or business. Some of most powerful names are those that combine well with a visual treatment, to create a memorable brand icon.

Please review your cart. Granted, there’s lots of bad design out there, but things have, and are, getting better. Overall it’s a short very short read on branding that would be good for martty beginner to read, but would likely be old news for someone who has read much about branding. The flow is quite slow-paced but clearly offers step-by-step how to build a brand. No time to read? It can cause a brilliant strategy gal fail where it counts most, at the point of contact with the customer, or it can doom a bold creative initiative before it’s even launched, way back at the planning stage.

Neumeier argues it brane the charismatic brand. Jan 15, Jason rated it did not like it. At the moment the focus is on branding books. Stay ahead of the curve with recommended reading lists curated by experts.


It’s ironic that the author claims that aesthetics build trust, however his own book leaves a lot of aesthetic loose ends. Try the Kindle edition and experience these great reading features: Mar 25, Bob Vaez rated it it was amazing. Return to Book Neumeiier.


The problem lies in how you communicate to your prospects and clients. Names that use Anglo-Saxon words, or names of people, tend to be high-imagery names, such as Apple Computer and Betty Crocker.

Features and benefits are still important, but personal identity has become even more important. Is it short enough to be easily recalled and used?

The Brand Gap : Marty Neumeier :

Purple Cow, New Edition. What about when you move beyond the packaging? Using memorable principles and simple exercises, Marty leads you and your team on a lively journey from traditional business thinking to ‘designful’ thinking. It’s not, for instance, just this esoteric big-company marketing buzzword.

The Brand Gap : Revised Edition

Things change so quickly, it’s hard to keep up! And this is where spirituality comes in for me, because your personal brand, who you can be counted on to show up as, is connected to how aligned you are with your personal purpose and intention in life. It is the first marketing book that makes you smile.

It’s a PERSON’S gut feeling, because in the end the brand is defined by individuals, not by companies, markets, or the so-called general public. I am searching for a good book that explains about how to brand a product in a detailed and guiding way. He explains getting this brand requires 5 disciplines: To achieve originality, we need to abandon the comforts of habit, reason, and the approval of our peers, and strike out in new directions.