The Brand Gap: How to Bridge the Distance Between Business Strategy and Design : a Whiteboard Overview

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The Brand Gap: How to Bridge the Distance Between Business Strategy and Design : a Whiteboard Overview

ISBN : 9780321348104
Publisher : Peachpit Press Publications
Author(s) :
Publication Date :
Edition : 2 Rev ed
Overview 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

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