The brand gap : how to bridge the distance between business strategy and design : a whiteboard overview by Marty Neumeier. txt
Berkeley New Riders 2006Edición: Revised editionDescripción: 194 p. ill. 21 cmTipo de contenido:- text
- unmediaded
- volume
- 0321348109
- 9780321348104
- 658.8/27 22
- HD69.B7 N48 2006
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | CARIBET Biblioteca Arquitectura Colección General CARIBET | General HD69.B7 N48 2006 (Navegar estantería(Abre debajo)) | 1 | Disponible | 91000000002758 |
Descripciones mejoradas de Syndetics:
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 title proper, other title information, and statement of reponsibility spread into four pages.
"AIGA"--Cover.
Includes index.
Introduction --
What a brand isn't 1 --
Why is brand suddenly hot ? 8 --
In verisign we trust 10 --
What's your brand worth ? 12 --
Brand happens 14 --
The brand gap 15 --
Introducing the charismatic brand 18 --
Discipline 1 : Differentiate --
Three little questions 31 --
It's Different I like it 34 --
The evolution of marketing 38 --
Globalism vs tribalism 40 --
Focus,focus, focus 44 --
Are you growing or harvesting your brand ? 46 --
Discipline 2 : Collaborate --
It takes a village to build a brand 51 --
The new collaboratives 54 --
Hooray for Hollywood 62 --
The power of prototypes 68 --
Discipline 3 : Innovative --
Where the rubber meets the road 73 --
When everybody zigs, zag 76 --
Brand or bland ? 80 --
Those crazy new names 82 --
Icons and avatars 87 --
It's all packaging 90 --
Does our website look fat in this dress ? 96 --
Discipline 4 : Validate --
The new communication model 101 --
People are different 105 --
Test is not a four letter word 106 --
The myth of focus groups 110 --
How to avoid getting skewed 112 --
The swap test 114 --
The concept test 118 --
The field test 124 --
What are we looking for? 126 --
Discipline 5 : Cultivate --
The living brand 133 --
Every day you write the book 136 --
The brand as a compass 138 --
Protecting the brand 140 --
Where are all the CBOS ? 142 --
The virtuous circle 146 --
Take home lessons 149 --
Brand glosorry 159 --
Recommended reading 181 --
Acknowledgments 188 --
Index 191 --
About the author 194 --