The Brand Gap Revised Edition

The Brand Gap  Revised Edition

THE BRAND GAP is the first book to present a unified theory of brand-building.

Author: Marty Neumeier

Publisher: Peachpit Press

ISBN: 032164882X

Category: Computers

Page: 208

View: 182

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.”
Categories: Computers

The Brand Gap

The Brand Gap

Using the visual language of the boardroom, Marty Neumeier presents the first unified theory of branding - a set of five disciplines to help companies bridge the gap between brand strategy and brand execution.

Author: Marty Neumeier

Publisher: Peachpit Press

ISBN: 0321348109

Category: Business & Economics

Page: 194

View: 820

Using the visual language of the boardroom, Marty Neumeier presents the first unified theory of branding - a set of five disciplines to help companies bridge the gap between brand strategy and brand execution. Those with a grasp of branding will be inspired by what they find here, and those who would like to understand it better will suddenly "get it."
Categories: Business & Economics

The Brand Flip

The Brand Flip

At the center of the book is the Brand Commitment Matrix, a simple tool for organizing the six primary components of a brand. Your brand community is your tribe. How will you lead it?

Author: Marty Neumeier

Publisher: New Riders

ISBN: 9780134172972

Category: Business & Economics

Page: 160

View: 476

Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-driven future. You’ll learn how to flip your brand from offering products to offering meaning, from value protection to value creation, from cost-based pricing to relationship pricing, from market segments to brand tribes, and from customer satisfaction to customer empowerment. In the 13 years since Neumeier wrote The Brand Gap, the influence of social media has proven his core theory: “A brand isn’t what you say it is – it’s what they say it is.” People are no longer consumers or market segments or tiny blips in big data. They don’t buy brands. They join brands. They want a vote in what gets produced and how it gets delivered. They’re willing to roll up their sleeves and help out–not only by promoting the brand to their friends, but by contributing content, volunteering ideas, and even selling products or services. At the center of the book is the Brand Commitment Matrix, a simple tool for organizing the six primary components of a brand. Your brand community is your tribe. How will you lead it?
Categories: Business & Economics

The Brand Gap

The Brand Gap

Offers a five-part theory of branding aimed at helping companies close the division between brand strategy and brand execution, discussing differentiation, collaboration, innovation, validation, and cultivation.

Author: Marty Neumeier

Publisher: New Riders Pub

ISBN: 0735713308

Category: Computers

Page: 178

View: 556

Offers a five-part theory of branding aimed at helping companies close the division between brand strategy and brand execution, discussing differentiation, collaboration, innovation, validation, and cultivation.
Categories: Computers

The Brand Gap

The Brand Gap

THE BRAND GAP is the first book to present a unified theory of brand-building.

Author: Marty Neumeier

Publisher:

ISBN: OCLC:984865517

Category: Brand name products

Page: 208

View: 601

Categories: Brand name products

ZAG

ZAG

ZAG follows the ultra-clear "whiteboard overview" style of the author’s first book, THE BRAND GAP, but drills deeper into the question of how brands can harness the power of differentiation.

Author: Marty Neumeier

Publisher: Pearson Education

ISBN: 9780132798129

Category: Computers

Page: 192

View: 227

"When everybody zigs, zag," says Marty Neumeier in this fresh view of brand strategy. ZAG follows the ultra-clear "whiteboard overview" style of the author’s first book, THE BRAND GAP, but drills deeper into the question of how brands can harness the power of differentiation. The author argues that in an extremely cluttered marketplace, traditional differentiation is no longer enough—today companies need “radical differentiation” to create lasting value for their shareholders and customers. In an entertaining 3-hour read you’ll learn: - why me-too brands are doomed to fail - how to "read" customer feedback on new products and messages - the 17 steps for designing “difference” into your brand - how to turn your brand’s “onliness” into a “trueline” to drive synergy - the secrets of naming products, services, and companies - the four deadly dangers faced by brand portfolios - how to “stretch” your brand without breaking it - how to succeed at all three stages of the competition cycle From the back cover: In an age of me-too products and instant communications, keeping up with the competition is no longer a winning strategy. Today you have to out-position, out-maneuver, and out-design the competition. The new rule? When everybody zigs, zag. In his first book, THE BRAND GAP, Neumeier showed companies how to bridge the distance between business strategy and design. In ZAG, he illustrates the number-one strategy of high-performance brands—radical differentiation. ZAG is an AIGA Design Press book, published under Peachpit's New Riders imprint in partnership with AIGA. For a quick peek inside ZAG, go to www.zagbook.com.
Categories: Computers

Emotional Engineering Vol 5

Emotional Engineering  Vol 5

Neumeier (2003) uses the brand gap concept to describe the inconsistencies between the brand intention and customer perception. The brand gap describes the differences between what the brand wants to achieve and what ...

Author: Shuichi Fukuda

Publisher: Springer

ISBN: 9783319531953

Category: Technology & Engineering

Page: 197

View: 795

This book provides a review of the latest research on emotion in engineering, with a particular focus on design and manufacturing. Topics include experience, happiness, cognitive science, neuroscience, additive manufacturing, universal design, branding, teamwork. Throughout the book, the emotions of the end users of engineering products are discussed, as well as the perspective of the expert. The book provides researchers, students, and practicing engineers with an opportunity to examine research and practice in engineering from a different perspective, and offers pointers to how to collaborate with people from other fields to help achieve a more connected society.
Categories: Technology & Engineering

The Designful Company

The Designful Company

Those who are new to Marty Neumeier’s “whiteboard” series may want to ramp up with the first two books, THE BRAND GAP and ZAG. Both are easy reads.

Author: Marty Neumeier

Publisher: Peachpit Press

ISBN: 0321648811

Category: Business & Economics

Page: 99998

View: 978

Part manifesto, part handbook, THE DESIGNFUL COMPANY provides a lively overview of a growing trend in management–design thinking as a business competence. According to the author, traditional managers have relied on a two-step process to make decisions, which he calls “knowing” and “doing.” Yet in today’s innovation-driven marketplace, managers need to insert a middle step, called “making.” Making is a phase in which assumptions are questioned, futures are imagined, and prototypes are tested, producing a wide range of options that didn’t exist before. The reader is challenged to consider the author’s bold assertion: There can be no real innovation without design. Those who are new to Marty Neumeier’s “whiteboard” series may want to ramp up with the first two books, THE BRAND GAP and ZAG. Both are easy reads. Covered in THE DESIGNFUL COMPANY: - the top 10 “wicked problems” that only design can solve - a new, broader definition of design - why designing trumps deciding in an era of change - how to harness the “organic drivetrain” of value creation - how aesthetics add nuance to managing - 16 levers to transform your company - why you should bring design management inside - how to assemble an innovation metateam - how to recognize and reward talent From the back cover: The complex business problems we face today can’t be solved with the same thinking that created them. Instead, we need to start from a place outside traditional management. Forget total quality. Forget top-down strategy. In an era of fast-moving markets and leap-frogging innovations, we can no longer “decide” the way forward. Today we have to “design” the way forward–or risk ending up in the fossil layers of history. Marty Neumeier, author of THE BRAND GAP and ZAG, presents the new management engine that can transform your company into a powerhouse of nonstop innovation.
Categories: Business & Economics

Identity Based Brand Management

Identity Based Brand Management

As a last instrument of this category the brand GAP model must be mentioned. In this model, an adjustment of the internal and external perspective is made. In the process, target and actual states are developed for both, the brand ...

Author: Christoph Burmann

Publisher: Springer

ISBN: 9783658135614

Category: Business & Economics

Page: 316

View: 962

This textbook provides a theoretically based and comprehensive overview of the identity-based brand management. The focus is on the design of brand identity as the internal side of a brand and the resulting external brand image amongst buyers and other external audiences. The authors show that the concept of identity-based brand management has proven to be the most efficient management model to make brands a success. Numerous illustrative practicable examples demonstrate its applicability. The content - Foundation of identity-based brand management - The concept of identity-based brand management - Strategic brand management - Operational brand management - Identity-based brand controlling - Identity-based trademark protection - International identity-based brand management
Categories: Business & Economics