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: 804

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

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: 693

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

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: 532

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: 493

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

Summary of Marty Neumeier s The Brand Gap

Summary of Marty Neumeier s The Brand Gap

Everest Media,. Insights on Marty Neumeier's The Brand Gap Contents Insights from Chapter 1 Insights from Chapter 2 Insights Front Cover.

Author: Everest Media,

Publisher: Everest Media LLC

ISBN: 9781669384946

Category: Business & Economics

Page: 12

View: 286

Please note: This is a companion version & not the original book. Sample Book Insights: #1 The three little questions are a litmus test for what makes you different, what gives your company its raison d’etre. A good example of a company that understands differentiation is John Deere, which makes farm tractors and related equipment. #2 The human brain is a filter that protects us from the vast amount of irrelevant information that surrounds us every day. It learns to tell things apart by comparing them to data from earlier experiences. #3 The shift from a one-size-fits-all economy to a mass-customization economy has led to the attention of marketing shifting from features to benefits to experience to tribal identification. #4 We need divisions just as much as we need ways to transcend them. Without barriers, there would be no safety against war, disease, natural disaster, or a feeling of alienation. The faster globalism removes barriers, the faster people erect new ones.
Categories: Business & Economics

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: 730

Categories: Brand name products

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: 728

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

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: 236

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

Managing Public Relations and Brand Image through Social Media

Managing Public Relations and Brand Image through Social Media

... marketer to take control over a crisis and defend the brand. Gap: The Gap, Inc., commonly known as Gap Inc. or Gap, is an American multinational clothing and accessories retailer. It was founded in 1969 by Donald Fisher and Doris F.

Author: Singh, Anurag

Publisher: IGI Global

ISBN: 9781522503330

Category: Business & Economics

Page: 353

View: 788

Each consumer now has the power to be a journalist, reviewer, and whistle blower. The prevalence of social media has made it possible to alter a brand’s reputation with a single viral post, or spark a political movement with a hashtag. This new landscape requires a strategic plasticity and careful consideration of how the public will react to an organization’s actions. Participation in social media is mandatory for a brand’s success in this highly competitive online era. Managing Public Relations and Brand Image through Social Media provides the latest research and theoretical framework necessary to find ease in the shifting public relations and reputation management worlds. It provides an overview of the tools and skills necessary to deftly sidestep public affronts and to effectively use online outlets to enhance an organization’s visibility and reputation. This publication targets policy makers, website developers, students and educators of public relations, PR and advertising professionals, and organizations who wish to better understand the effects of social media.
Categories: Business & Economics