TY  - BOOK
AU  - Neumeier,Marty
ED  - American Institute of Graphic Arts.
TI  - The brand gap: how to bridge the distance between business strategy and design : a whiteboard overview
SN  - 0321348109
AV  - HD69.B7 N48 2006
U1  - 658.8/27 22
PY  - 2006///
CY  - Berkeley
PB  - New Riders
KW  - Brand name products
KW  - Local
KW  - Branding (Marketing)
KW  - Planning
N1  - 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 --
ER  -