The brand gap : how to bridge the distance between business strategy and design : a whiteboard overview txt
by Marty Neumeier.
- Revised edition
- 194 p. ill. 21 cm. book
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 --
0321348109 9780321348104
2006272689
Brand name products Branding (Marketing) Brand name products--Planning.