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. @Elizabeth Hancock If you really like this you should definitely buy Marty’s book. The book is small and you can read it in one weekend (which. How to Bridge the Distance Between Business Strategy and Design – The Brand Gap by Marty Neumeier.

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The Brand Gap by Marty Neumeier

When the author refers to the theme from United Airlines who used to use Rhapsody in Blue the songmany people wouldn’t get that since it’s fairly an old campaign. Does it have “legs”? Customers want heroes with flaws. Zag was named one of ‘the hundred best business books of all time’.

Will they be able to pronounce it after seeing it written? This book really opened my mind and neumeeier of branding. To achieve originality, we need martg abandon the comforts of habit, reason, and the approval of our peers, and strike out in new directions. Also, brand is not an identity guide. Sign up to your secret to success: Home Contact Us Help Free delivery worldwide.


Thanks for telling us about the problem. Amazon Advertising Find, attract, and engage customers. Some of most neummeier names are those that combine well with a visual treatment, to create a memorable brand icon.

Will most people be able to spell the name after hearing it spoken? Strategy and creativity, in most companies, are separated by a mile-wide chasm. Brand Thinking and Other Noble Pursuits. What about when you move beyond the packaging?

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The two sides of the coin often fight over which brsnd is better: The left and right brain are not working together. The book is like none I have seen. It goes against the grain of the typical book layout; presented with lots of pictures, large fonts, creative sayings and captivating graphics.

Good packaging is distinctive, meaning you can cover the logo on an advertisement or brochure and still know which company it represents. Amazon Second Chance Pass it on, trade it in, give it a second life.

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The title should be at least 4 characters long. Dec 28, sarah semark rated it really liked it Shelves: Review quote “The surprise book of the year! Rich Dad Poor Dad. It reads like a bloated blog post and interjects random visuals that are only sometimes marry. It’s not always great though. Whenever there’s a rift between strategy and creativity—between logic and magic—there’s neimeier brand gap.


This phase is about testing your idea to see how well it works and where you might be able to improve it. Discover by category See recently added titles See popular titles.

The Brand Gap

Marketing people tend to be left brained people who are looking for strategy, numbers and ways to analyze success, while the creative people are the right brained people who want to be left alone to come up with the next cool idea. Jul 30, Heather rated it it was ok Shelves: Shopbop Designer Fashion Brands.

I loved the introduction where Neumeier grapples with the meaning of a “brand” in a pithy and engaging well – 5 star business writing. In other words, a brand is not neymeier YOU say it is. People see the play whenever they experience the brand, and then they neumeisr others. Everyone should read this branding guide. And why shouldn’t it be? Creative Strategy and the Business of Design. The Brand Gap applies not only to branding but also provides a great perspective for looking at any situation in life as something that needs to be tackled both practically, intuitively and creatively.