The Brand Gap

In an engaging two-hour read, you will learn: how brands are redefined, the five essential disciplines of branding, how branding changes the dynamics of competition, the three key questions about a brand, why collaboration is the key to brand building, how design determines the customer experience, how to quickly and cost-effectively test brand concepts, and how important it is to manage brands from the inside out.

Since McLuhan's "The Medium is the Message," no book has compressed so many ideas into so few pages. In visual language as well as in the lecture hall, Neumeier presents the first unified branding theory - a set of five disciplines that enable companies to bridge the gap between brand strategy and customer experience. Those familiar with branding will be inspired by the new perspectives they find here, and those who want to understand it better will suddenly "get it." This deceptively simple book provides everyone in the company access to "the most powerful business tool since the spreadsheet.".