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 ï¿½ charismatic brandï¿½ ï¿½ a brand that customers feel is essential to their lives.
In an entertaining two-hour read youï¿½ ll learn:ï¿½ the new definition of brandï¿½ the five essential disciplines of brand-buildingï¿½ how branding is changing the dynamics of competitionï¿½ the three most powerful questions to ask about any brandï¿½ why collaboration is the key to brand-buildingï¿½ how design determines a customerï¿½ s experienceï¿½ how to test brand concepts quickly and cheaplyï¿½ the importance of managing brands from the insideï¿½ 220-word brand glossary
- Format: Paperback
- Pages: 208 pages
- Publisher: Pearson Education (US)
- Publication Date: 01/08/2005
- Category: Sales & marketing
- ISBN: 9780321348104