marty neumeier the brand gap

first of all, a brand is not a logo. what really matters here is that a logo, or any other kind of trademark, is not the brand itself. to manage a brand is to manage something much less tangible—an aura, an invisible layer of meaning that surrounds the product. brand management is the management of differences, not as they exist on data sheets, but as they exist in the minds of people. as a result, our old method of judging products—by comparing features and benefits—no longer works. the history of american currency provides a good demonstration of how trust relates to branding.

trust is the ultimate shortcut to a buying decision, and the bedrock of modern branding. but while companies ponder this, they’re already using brand values as tools to obtain financing, put a price on licensing deals, evaluate mergers and acquisitions, assess damages in litigation cases, and justify the price of their stock. what they’re discovering, however, is that it takes more than strategy to build a brand. it shrinks the “psychic distance” between companies and their constituents so that a relationship can begin to develop. among the hallmarks of a charismatic brand are a clear competitive stance, a sense of rectitude, and a dedication to aesthetics. ordinary table salt is the ultimate commodity—unless it has a little girl on the package.

enabling javascript in your browser will allow you to experience all the features of our site. learn how to enable javascript on your browser 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.

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. 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.

this item:the brand gap: how to bridge the distance between business strategy and design by marty neumeier marty neumeier articulates his “best practices” to branding, debunks old myths and brings fresh perspective to helping using the visual language of the boardroom, the brand gap presents the first unified theory of branding—a set of, marty neumeier the brand gap pdf, the brand flip marty neumeier pdf, zag marty neumeier, zag marty neumeier, marty neumeier brand. 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. google books

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