Marty Neumeier: The Brand Gap
- Yhteenveto
- Kategoria: tekniikka, teollisuus, , , alakategoria: tietotekniikka
- Materiaali: Pokkari
- Kustantaja: New Riders Pub
- Kieli: englanti
- ISBN: 9780321348104
- Lisätiedot
- Katseltu: 33 krt
- Suosituksia: 0 kpl
Kuvaus (120 sanaa, lukemiseen kuluu n. minuutti)
THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a 'charismatic brand'--a brand that customers feel is essential to their lives. In an entertaining two-hour read you'll learn: * the new definition of brand * the five essential disciplines of brand-building * how branding is changing the dynamics of competition * the three most powerful questions to ask about any brand * why collaboration is the key to brand-building * how design determines a customer's experience * how to test brand concepts quickly and cheaply * the importance of managing brands from the inside * 220-word brand glossary