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The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
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A book that has been read but is in good condition. Very minimal damage to the cover including scuff marks, but no holes or tears. The dust jacket for hard covers may not be included. Binding has minimal wear. The majority of pages are undamaged with minimal creasing or tearing, minimal pencil underlining of text, no highlighting of text, no writing in margins. No missing pages.
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Item specifics
- Condition
- Book Title
- The Brand Gap: How to Bridge the Distance Between Business Strat
- ISBN
- 9780321348104
About this product
Product Identifiers
Publisher
Pearson Education
ISBN-10
0321348109
ISBN-13
9780321348104
eBay Product ID (ePID)
45023859
Product Key Features
Number of Pages
208 Pages
Publication Name
Brand Gap : Revised Edition
Language
English
Publication Year
2005
Subject
Computer Graphics, Marketing / General, Consumer Guides, E-Commerce / Internet Marketing
Features
Revised
Type
Textbook
Subject Area
Computers, Reference, Business & Economics
Format
Trade Paperback
Dimensions
Item Height
0.5 in
Item Weight
9.5 Oz
Item Length
8 in
Item Width
5.2 in
Additional Product Features
Edition Number
2
Intended Audience
Scholarly & Professional
LCCN
2006-272689
Reviews
"The surprise book of the year!" -- JOHN MOORE, EDITOR AT FAST COMPANY "The first book on brand that seems fresh and relevant." -- RIC GREFE, EXECUTIVE DIRECTOR OF AIGA, THE PROFESSIONAL ASSOCIATION FOR DESIGN "A pleasure to read. THE BRAND GAP consistently provides deep, practical advice in a light, visual way. Learn about the power of imagery and the role of research in building a heavy-duty brand--without the heavy-duty reading." -- DAVID A. AAKER, AUTHOR OF BRAND PORTFOLIO STRATEGY AND BUILDING STRONG BRANDS "Finally, a book that cuts to the heart of what brand is all about--connecting the rational and the emotional, the theoretical and the practical, the logical and the magical to create a sustainable competitive advantage." -- SUSAN ROCKRISE, WORLDWIDE CREATIVE DIRECTOR, INTEL "A well-managed brand is the lifeblood of any successful company. Read this book before your competitors do!" -- TOM KELLEY, GENERAL MANAGER, IDEO , AND CO-AUTHOR OF THE ART OF INNOVATION "In THE BRAND GAP, Neumeier reminds us that the ultimate moment of truth for all brands is the customer experience. Customer perceptions trump our own perceptions." -- KURT KUEHN , SENIOR VP OF WORLDWIDE MARKETING AND SALES, UPS "This is not just another book on brand. This is the ONLY book you'll need to read in business, engineering, and design school." -- CLEMENT MOK , design entrepreneur "Must-reading for anyone who wants to understand how their business strategy will succeed or fail when put to the ultimate test: 'Do customers perceive a difference that's desirable?'" -- STEVE HARRINGTON , DIRECTOR OF STRATEGY AND OPERATIONS, HEWLETT-PACKARD "The book slices like a hot knife through all the turgid, pseudo-academic nonsense that surrounds branding. It's now on the course list for my graduate students, and new members of my team at Ogilvy get a copy with their training materials." -- BRIAN COLLINS , EXECUTIVE CREATIVE DIRECTOR, OGILVY, "The surprise book of the year!" -JOHN MOORE,EDITOR ATFAST COMPANY "The first book on brand that seems fresh and relevant." -RIC GREFE,EXECUTIVE DIRECTOR OFAIGA,THE PROFESSIONAL ASSOCIATION FOR DESIGN "A pleasure to read. THE BRAND GAP consistently provides deep, practical advice in a light, visual way. Learn about the power of imagery and the role of research in building a heavy-duty brand-without the heavy-duty reading." -DAVID A. AAKER,AUTHOR OFBRAND PORTFOLIO STRATEGYANDBUILDING STRONG BRANDS "Finally, a book that cuts to the heart of what brand is all about-connecting the rational and the emotional, the theoretical and the practical, the logical and the magical to create a sustainable competitive advantage." -SUSAN ROCKRISE,WORLDWIDE CREATIVE DIRECTOR,INTEL "A well-managed brand is the lifeblood of any successful company. Read this book before your competitors do!" -TOM KELLEY,GENERAL MANAGER,IDEO, AND CO-AUTHOR OFTHE ART OF INNOVATION "In THE BRAND GAP, Neumeier reminds us that the ultimate moment of truth for all brands is the customer experience. Customer perceptions trump our own perceptions." -KURT KUEHN, SENIOR VP OF WORLDWIDE MARKETING AND SALES,UPS "This is not just another book on brand. This is the ONLY book you'll need to read in business, engineering, and design school." -CLEMENT MOK, design entrepreneur "Must-reading for anyone who wants to understand how their business strategy will succeed or fail when put to the ultimate test: 'Do customers perceive a difference that's desirable?'" -STEVE HARRINGTON, DIRECTOR OF STRATEGY AND OPERATIONS,HEWLETT-PACKARD "The book slices like a hot knife through all the turgid, pseudo-academic nonsense that surrounds branding. It's now on the course list for my graduate students, and new members of my team at Ogilvy get a copy with their training materials." -BRIAN COLLINS, EXECUTIVE CREATIVE DIRECTOR,OGILVY, "The surprise book of the year!" - JOHN MOORE, EDITOR AT FAST COMPANY "The first book on brand that seems fresh and relevant." - RIC GREFE, EXECUTIVE DIRECTOR OF AIGA, THE PROFESSIONAL ASSOCIATION FOR DESIGN "A pleasure to read. THE BRAND GAP consistently provides deep, practical advice in a light, visual way. Learn about the power of imagery and the role of research in building a heavy-duty brand-without the heavy-duty reading." - DAVID A. AAKER, AUTHOR OF BRAND PORTFOLIO STRATEGY AND BUILDING STRONG BRANDS "Finally, a book that cuts to the heart of what brand is all about-connecting the rational and the emotional, the theoretical and the practical, the logical and the magical to create a sustainable competitive advantage." - SUSAN ROCKRISE, WORLDWIDE CREATIVE DIRECTOR, INTEL "A well-managed brand is the lifeblood of any successful company. Read this book before your competitors do!" - TOM KELLEY, GENERAL MANAGER, IDEO , AND CO-AUTHOR OF THE ART OF INNOVATION "In THE BRAND GAP, Neumeier reminds us that the ultimate moment of truth for all brands is the customer experience. Customer perceptions trump our own perceptions." - KURT KUEHN , SENIOR VP OF WORLDWIDE MARKETING AND SALES, UPS "This is not just another book on brand. This is the ONLY book you'll need to read in business, engineering, and design school." - CLEMENT MOK , design entrepreneur "Must-reading for anyone who wants to understand how their business strategy will succeed or fail when put to the ultimate test: 'Do customers perceive a difference that's desirable?'" - STEVE HARRINGTON , DIRECTOR OF STRATEGY AND OPERATIONS, HEWLETT-PACKARD "The book slices like a hot knife through all the turgid, pseudo-academic nonsense that surrounds branding. It's now on the course list for my graduate students, and new members of my team at Ogilvy get a copy with their training materials." - BRIAN COLLINS , EXECUTIVE CREATIVE DIRECTOR, OGILVY, "The surprise book of the year!" -- JOHN MOORE, EDITOR AT FAST COMPANY "The first book on brand that seems fresh and relevant." -- RIC GREFE, EXECUTIVE DIRECTOR OF AIGA, THE PROFESSIONAL ASSOCIATION FOR DESIGN "A pleasure to read. THE BRAND GAP consistently provides deep, practical advice in a light, visual way. Learn about the power of imagery and the role of research in building a heavy-duty brand--without the heavy-duty reading." -- DAVID A. AAKER, AUTHOR OF BRAND PORTFOLIO STRATEGY AND BUILDING STRONG BRANDS "Finally, a book that cuts to the heart of what brand is all about--connecting the rational and the emotional, the theoretical and the practical, the logical and the magical to create a sustainable competitive advantage." -- SUSAN ROCKRISE, WORLDWIDE CREATIVE DIRECTOR, INTEL "A well-managed brand is the lifeblood of any successful company. Read this book before your competitors do!" -- TOM KELLEY, GENERAL MANAGER, IDEO , AND CO-AUTHOR OF THE ART OF INNOVATION "In THE BRAND GAP, Neumeier reminds us that the ultimate moment of truth for all brands is the customer experience. Customer perceptions trump our own perceptions." -- KURT KUEHN , SENIOR VP OF WORLDWIDE MARKETING AND SALES, UPS "This is not just another book on brand. This is the ONLY book you'll need to read in business, engineering, and design school." -- CLEMENT MOK , design entrepreneur "Must-reading for anyone who wants to understand how their business strategy will succeed or fail when put to the ultimate test: 'Do customers perceive a difference that's desirable?'" -- STEVE HARRINGTON , DIRECTOR OF STRATEGY AND OPERATIONS, HEWLETT-PACKARD "The book slices like a hot knife through all the turgid, pseudo-academic nonsense that surrounds branding. It's now on the course list for my graduate students, and new members of my team at Ogilvy get a copy with their training materials." -- BRIAN COLLINS , EXECUTIVE CREATIVE DIRECTOR, OGILVY, "The surprise book of the year!" - JOHN MOORE, EDITOR AT FAST COMPANY "The first book on brand that seems fresh and relevant." - RIC GREFE, EXECUTIVE DIRECTOR OF AIGA, THE PROFESSIONAL ASSOCIATION FOR DESIGN "A pleasure to read. THE BRAND GAP consistently provides deep, practical advice in a light, visual way. Learn about the power of imagery and the role of research in building a heavy-duty brand-without the heavy-duty reading." - DAVID A. AAKER, AUTHOR OF BRAND PORTFOLIO STRATEGY AND BUILDING STRONG BRANDS "Finally, a book that cuts to the heart of what brand is all about-connecting the rational and the emotional, the theoretical and the practical, the logical and the magical to create a sustainable competitive advantage." - SUSAN ROCKRISE, WORLDWIDE CREATIVE DIRECTOR, INTEL "A well-managed brand is the lifeblood of any successful company. Read this book before your competitors do!" - TOM KELLEY, GENERAL MANAGER, IDEO , AND CO-AUTHOR OF THE ART OF INNOVATION "In THE BRAND GAP, Neumeier reminds us that the ultimate moment of truth for all brands is the customer experience. Customer perceptions trump our own perceptions." - KURT KUEHN , SENIOR VP OF WORLDWIDE MARKETING AND SALES, UPS "This is not just another book on brand. This is the ONLY book you'll need to read in business, engineering, and design school." - CLEMENT MOK , design entrepreneur "Must-reading for anyone who wants to understand how their business strategy will succeed or fail when put to the ultimate test: 'Do customers perceive a difference that's desirable?'" - STEVE HARRINGTON , DIRECTOR OF STRATEGY AND OPERATIONS, HEWLETT-PACKARD "The book slices like a hot knife through all the turgid, pseudo-academic nonsense that surrounds branding. It's now on the course list for my graduate students, and new members of my team at Ogilvy get a copy with their training materials." - BRIAN COLLINS , EXECUTIVE CREATIVE DIRECTOR, OGILVY
TitleLeading
The
Dewey Edition
22
Illustrated
Yes
Dewey Decimal
658.8/27
Edition Description
Revised edition
Table Of Content
Introduction Discipline 1: Differentiate Discipline 2: Collaborate Discipline 3: Innovate Discipline 4: Validate Discipline 5: Cultivate Take Home Lessons Brand Glossary Acknowledgments Recommended Reading
Synopsis
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, 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.", When it comes to communicating a brand, consistency is key--which is precisely why you need to ensure that the brand you're trying to promote comes through clearly across every medium--from TV to print, radio, Web and beyond., All the secrets to creating a brand identity that resonates across every aspect of a business--including its Web site and overall strategy! - With clients like Kodak, Sun, and Procter and Gamble, author Marty Neumeier is one of today's most well-known and respected authorities on the topic of branding. - Quick, easy approach and a wealth of case studies give readers a crash course in the difference between good and bad branding. - Tons of tips and real-world advice plus a new branding dictionary help readers turn brand strategy into brand design and execution., 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."
LC Classification Number
HD69.B7
Item description from the seller
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- r***0 (172)- Feedback left by buyer.Past 6 monthsVerified purchaseGreat book, great quality, condition was as described, it great shape, the value of the book is good. The appearance of the book is very good, came in a plastic package. No damage to the book at all. Fast shipping, arrived earlier than dated that was listed. Great seller, I will buy more books from them!
- j***o (18)- Feedback left by buyer.Past monthVerified purchaseTBH, I wasn't sure about ordering from a Goodwill, as I wasn't sure how the process was going to go. However, this store was responsive and prompt. My product came just as described and was very well packaged. Thanks for a good buying experience! I hope buy from you again.
- 2***2 (308)- Feedback left by buyer.Past monthVerified purchaseThis is my favorite seller. Very very nice items, always as described. GGreat prices. Extremely fair shipping fees. Always quick to respond to any questions. Just overall great seller with awesome merchandise. And fast shipping. A+++++++
Seller feedback (60,176)
- r***0 (172)- Feedback left by buyer.Past 6 monthsVerified purchaseGreat book, great quality, condition was as described, it great shape, the value of the book is good. The appearance of the book is very good, came in a plastic package. No damage to the book at all. Fast shipping, arrived earlier than dated that was listed. Great seller, I will buy more books from them!
- j***o (18)- Feedback left by buyer.Past monthVerified purchaseTBH, I wasn't sure about ordering from a Goodwill, as I wasn't sure how the process was going to go. However, this store was responsive and prompt. My product came just as described and was very well packaged. Thanks for a good buying experience! I hope buy from you again.
- 2***2 (308)- Feedback left by buyer.Past monthVerified purchaseThis is my favorite seller. Very very nice items, always as described. GGreat prices. Extremely fair shipping fees. Always quick to respond to any questions. Just overall great seller with awesome merchandise. And fast shipping. A+++++++