The Brand Gap by Marty Neumeier explores the strategies businesses can employ to bridge the gap between business strategy and creative design, ultimately creating what he terms “charismatic brands” – brands that customers are emotionally attached to.
Neumeier presents five fundamental disciplines that form contemporary branding, highlighting how design affects experience, how collaboration creates consistency, and how rapid testing of brand ideas can uncover what matters most to customers.
With straightforward images and uncomplicated ideas, the book analyzes brand identity in a way that enables teams within a firm to understand it.
Neumeier explains how branding reframes competition and why company culture is as relevant as external communication.
He provides a new definition of brand, the questions every business must answer, and a comprehensive glossary of common language terms.
The Brand Gap provides entrepreneurs, marketers, and designers with a concise, action-oriented introduction to linking strategy to the customer experience, making branding more than just logos, but a powerful business tool.
You may also want to check out some of our other recent updates.
Wanna know what’s trending online every day? Subscribe to Vavoza Insider to access the latest business and marketing insights, news, and trends daily with unmatched speed and conciseness! 🗞️
