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The Brand Gap: How to Bridge the Distance Between Business Strategy and Design


by Marty Neumeier

Not since McLuhan's THE MEDIUM IS THE MESSAGE has a book compressed so many ideas into so few pages. Using the visual language of the boardroom, Neumeier presents the first unified theory of branding -- a set of five disciplines to help companies bridge the gap between brand strategy and brand execution. Those with a grasp of branding will be inspired by what they find here, and those who would like to understand it better will suddenly "get it." This deceptively simple book offers everyone in the company access to "the most powerful business tool since the spreadsheet."

Susan Rockrise, Worldwide Creative Director, Intel says:
      "Finally, a book that cuts to the heart of what brand is all about -- connecting the rational and the emotional, the theoretical and the practical, the logical and the magical to create a sustainable competitive advantage. Everyone in the company should read this book, not just the three people with 'brand' in their titles."

David Aaker, Author of "Brand Leadership" and "Building Strong Brands" says:
      "A pleasure to read. THE BRAND GAP consistently provides deep, practical insights in a light, visual way. Discover the power of imagery and the role of research in building a heavy-duty brand -- without the heavy-duty reading."

Richard Grefe, Executive Director, The American Institute of Graphic Arts says:
      "This is an important work, with just the right level of accessibility. Despite our overexposure to brand theory these days, THE BRAND GAP is the first book that seems fresh and relevant."

The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
by Marty Neumeier - List Price: $14.95, Price: $10.47 You Save: $4.48 (30%) Paperback: 192 pages ; Dimensions (in inches): 0.53 x 8.06 x 5.28, Publisher: New Riders Publishing; 1st edition (January 24, 2003)

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User Group Network News Service. (C) 2004, all rights reserved. Affiliate groups may freely republish this piece so long as they include the tag line: "From the User Group Network News Service at http://www.user-groups.net/"
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