02840nam a22003737a 4500 pucpr 20241220105425.0 032410s2006 caua i 001 0 eng 2006272689 0321348109 9780321348104 pucpr pucpr pucpr eng rda pcc CARIBET HD69.B7 N48 2006 658.8/27 22 Neumeier, Marty. 258145 The brand gap : how to bridge the distance between business strategy and design : a whiteboard overview by Marty Neumeier. txt Revised edition Berkeley New Riders 2006 194 p. ill. 21 cm. book rdacontent txt text rdamedia n unmediaded rdacarrier nc volume 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 -- Brand name products 64903 Local Branding (Marketing) 204258 Local Brand name products Planning. 64903 Local American Institute of Graphic Arts. 195615 lcc 6 Revised edition HD69.B7 General N48 2006 215421 215421 0 0 lcc 0 0 4 4 33 2009-09-04 pionet 24.95 446280 0 General HD69.B7 N48 2006 91000000002758 2016-05-27 00:00:00 1 34.95 2009-09-04 6