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The Brand Gap 2nd Edition by Marty Neumeier ISBN 0321348109 978-0321348104

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ISBN 10: 0321348109
ISBN 13: 978-0321348104
Author: Marty Neumeier

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 “charismatic brand”―a brand that customers feel is essential to their lives. In an entertaining two-hour read you’ll learn:

• the new definition of brand
• the five essential disciplines of brand-building
• how branding is changing the dynamics of competition
• the three most powerful questions to ask about any brand
• why collaboration is the key to brand-building
• how design determines a customer’s experience
• how to test brand concepts quickly and cheaply
• the importance of managing brands from the inside
• 220-word brand glossary

From the back cover:
Not since McLuhan’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 branding―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 “get it.” This deceptively simple book offers everyone in the company access to “the most powerful business tool since the spreadsheet.”

The Brand Gap 2nd Table of contents:

Página 88 – But the greatest thing by far is to be a master of metaphor. It is the one thing that cannot be learnt from others ; and it is also a sign of genius, since a good metaphor implies an intuitive perception of the similarity in dissimilars.‎
 
Página 136 – be facetious, ‘but I think it goes to the point — I think you heard this before, but it bears repeating — we call it the duck theory. He looks like a duck, quacks like a duck, walks like a duck, swims like a duck; goes with ducks, he must be a duck.‎
 
Página 116 – You have 206 bones in your body. Surely one of them is creative. It doesn’t take a lot of effort to enjoy digital music and movies-just the new iMac and a little creativity. With Apple’s award-winning ¡Times software you can be your own DJ. ¡Times makes it simple to “rip” your CDs and put your entire music collection right on your iMac. Just drag and drop to make playlists of your favorite songs. Listen to them on your iMac, or push one button to burn your own custom CDs that you can play in your…‎
 
Página 116 – ¡Tunes automatically downloads all your songs and playlists into iPod at blazing FireWire speed (an entire CD in a few seconds). Then just choose a pocket and take your entire music collection with you wherever you go. For making movies, Apple’s award-winning ¡Movie- software lets you be the director. Plug your digital camcorder into iMac’s FireWire port and transfer your video in pristine digital quality. Use ¡Movie’s intuitive drag-and-drop interface to cut out the boring parts, add Hollywood-style…‎
 
Página 106 – Sony founder Akio Morita believed that testing new ideas was folly. “Our plan is to LEAD the public,” he said. “They do not know what is possible.” Even back in the command-and-control days of the production line, Henry Ford’s decision to manufacture automobiles was driven by intuition rather than market research. “If we had asked the public what they wanted,” he explained, “they would have said ‘faster horses.‎
 
Página 136 – As a weekend athlete, my two nagging doubts are that I might be congenially lazy, and that I might have little actual ability. I’m not really worried about my shoes. But when the Nike folks say, “Just do it,” they’re peering into my soul.‎
 
Página 88– Cognitive scientists estimate that more than half the brain is dedicated to the visual system, adding weight to the argument that a trademark should be strongly visual. Yet it can also involve other senses, including smell, touch, taste, or hearing. Take for example, the auditory counterpart to an icon, sometimes called an “earcon.”The experience of flying United Airlines is now inextricably linked to Gershwin’s “Rhapsody in Blue,” and the Intel Inside brand would be less memorable without its “bong‎
 
Página 90 – In some retail environments, such as the supermarket, it’s possible for a package to reach 100% of people shopping in that category. For several seconds, or even a few precious minutes, the shopper is completely focused on the differences among brands. Previous intentions to buy one product over another are suddenly put aside and memories of past advertising are shoved into the background as the competing packages go “mano a mano‎
 
Página 160 – BRAND A person’s perception of a product, service, experience, or organization; the art and science of brand building BRAND…‎

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