02947nam a22003857a 4500003000600000005001700006008004100023010001700064020001500081020001800096040003400114042000800148049001200156050002200168082001700190100002900207245013400236250002000370264003100390300003100421336002600452337002800478338002700506500010200533500001900635500002000654505148100674650003802155650004002193650004902233710004802282942005602330999001902386952015602405pucpr20241220105425.0032410s2006 caua i 001 0 eng  a 2006272689 a0321348109 a9780321348104 apucprcpucprdpucprbengerda apcc aCARIBET00aHD69.B7bN48 200600a658.8/272221 aNeumeier, Marty.925814514aThe brand gap :bhow to bridge the distance between business strategy and design : a whiteboard overviewcby Marty Neumeier.htxt aRevised edition aBerkeleybNew Ridersc2006 a194 p.bill.c21 cm.fbook 2rdacontentbtxtatext 2rdamediabnaunmediaded 2rdacarrierbncavolume aThe title proper, other title information, and statement of reponsibility spread into four pages. a"AIGA"--Cover. aIncludes index. aIntroduction -- 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 -- 0aBrand name products9649032Local 0aBranding (Marketing)92042582Local 0aBrand name productsxPlanning.9649032Local2 aAmerican Institute of Graphic Arts.9195615 2lccc6eRevised editionhHD69.B7kGeneralmN48 2006 c215421d215421 00102lcc4070a4b4c33d2009-09-04epionetg24.95i446280l0oGeneral HD69.B7 N48 2006p91000000002758r2016-05-27 00:00:00t1v34.95w2009-09-04y6