The Brand Gap : Revised Edition

The Brand Gap : Revised Edition

Description

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

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