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"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 â€œcharismatic brandâ€?â€•a brand that customers feel is essential to their lives. In an entertaining two-hour read youâ€™ll learn: â€¢ the new definition of brand â€¢ the five essential disciplines of brand-building â€¢ how branding is changing the dynamics of competition â€¢ the three most powerful questions to ask about any brand â€¢ why collaboration is the key to brand-building â€¢ how design determines a customerâ€™s experience â€¢ how to test brand concepts quickly and cheaply â€¢ the importance of managing brands from the inside â€¢ 220-word brand glossary From the back cover: Not since McLuhanâ€™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 brandingâ€•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 â€œget it.â€? This deceptively simple book offers everyone in the company access to â€œthe most powerful business tool since the spreadsheet.â€?
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(PDF) THE BRANDING METHOD: cÃ³mo crear marcas qu