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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 th ... The Brand Gap - Marty Neumeier Libris [ continua sa citesti.. ]
