50under50

Okay, once in a while I stumble onto a book that I feel compelled to share– this is one of them. If you’re in the business of design, marketing, advertising or an entrepreneur, you owe it to yourself to pick up this book. The Brand Gap will help to clarify all those things you thought you new about branding and turn some of them on it’s head. It meets all of my criteria for a book: informative, easy to read, entertaining and best of all is practical to apply.

Written by Marty Neumeier  of Neutron, the book presents 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.

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.”

Watch the slide show here.

Here’s what others have said:

“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

Buy The Brand Gap: Expanded Edition from Amazon.

Can’t get enough? Well, get the DVD. Brand guru Marty Neumeier presents concepts from his three bestselling “whiteboard” books—THE BRAND GAP, ZAG, and THE DESIGNFUL COMPANY—to give you the tools you’ll need to thrive in the new economy. Using memorable principles and simple exercises, he’ll lead you and your team on a lively journey from traditional business thinking to “designful” thinking. You’ll come back to these ideas again and again as you transform your company into a powerhouse of nonstop innovation.

Buy Marty Neumeier’s INNOVATION WORKSHOP DVD $23 from Amazon.

(2 votes, average: 5.00 out of 5)

 Loading ...