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The Brand Gap


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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.

Table of Contents

  • Introduction
  • Discipline 1: Differentiate
  • Discipline 2: Collaborate
  • Discipline 3: Innovate
  • Discipline 4: Validate
  • Discipline 5: Cultivate
  • Take Home Lessons
  • Brand Glossary
  • Acknowledgments
  • Recommended Reading

About the Author

Marty Neumeier is president of Neutron, a San Francisco firm that specializes in helping companies integrate their brands. He is also the author of A DICTIONARY OF BRAND, a simplified glossary that allows brand-builders to more easily collaborate across disciplines.


"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

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