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Title The brand gap: How to Bridge the Distance Between Business Strategy and Design Zag: The Strategy of High-Performance Brands The designful company: How to Build a Culture of Nonstop Innovation The brand flip: Why Customers Now Run Companies and How to Profit From It Marty Neumeier's Innovation Toolkit Who this book is for Those new to branding and brand marketing. Those in the early stages of creating or rethinking a brand. Get this book if you are looking to transform a company, or team, into an engine of nonstop Innovation. If you liked The Brand Gap, you'll love The Brand Flip Anyone interested in transforming their company and brand. Core Concept In 2003 Marty Neumeier, the first expert to call for the hiring of chief brand officers, or CBOs, redefined a 'brand' from being a logo to being 'a customer?s gut feeling about a product, service, or company'. In other words, 'It?s not what you say it is. It?s what they say it is'. It?s based on a simple but challenging
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