000			02840nam a22003737a 4500
003			pucpr
005			20241220105425.0
008			032410s2006 caua i 001 0 eng
010			_a 2006272689
020			_a0321348109
020			_a9780321348104
040			_apucpr _cpucpr _dpucpr _beng _erda
042			_apcc
049			_aCARIBET
050	0	0	_aHD69.B7 _bN48 2006
082	0	0	_a658.8/27 _222
100	1		_aNeumeier, Marty. _9258145
245	1	4	_aThe brand gap : _bhow to bridge the distance between business strategy and design : a whiteboard overview _cby Marty Neumeier. _htxt
250			_aRevised edition
264			_aBerkeley _bNew Riders _c2006
300			_a194 p. _bill. _c21 cm. _fbook
336			_2rdacontent _btxt _atext
337			_2rdamedia _bn _aunmediaded
338			_2rdacarrier _bnc _avolume
500			_aThe title proper, other title information, and statement of reponsibility spread into four pages.
500			_a"AIGA"--Cover.
500			_aIncludes index.
505			_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 --
650		0	_aBrand name products _964903 _2Local
650		0	_aBranding (Marketing) _9204258 _2Local
650		0	_aBrand name products _xPlanning. _964903 _2Local
710	2		_aAmerican Institute of Graphic Arts. _9195615
942			_2lcc _c6 _eRevised edition _hHD69.B7 _kGeneral _mN48 2006
999			_c215421 _d215421