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The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
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Author: Marty Neumeier
List Price: $14.95
Our Price: Click to see the latest and low price
ISBN: 0735713308
Publisher: New Riders (24 January, 2003)
Edition: Paperback
Sales Rank: 3,812
Average Customer Rating: 4.71 out of 5
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Customer ReviewsRating: 5 out of 5
This one puts it all together.
I've read Aaker, Porras, Trout, Ries, Schmitt, Peters, et al on brand strategy, but this is the first book I've seen that shows how to turn brand strategy into customer delight. Every author seems to come at brand from a single point of view, while Neumeier shows how all those points intersect to make a brand. If you want a prescription, this isn't your book. But if you want insight, you've got to have it on your shelf. It's truly the "Elements of Style" for brand-building.
Rating: 5 out of 5
The Strunk and White of branding
I liked the book a lot. The back cover makes a comparison to McLuhan, but it reminded me of Strunk and White in The Elements of Style. What Strunk and White did for writers, Neumeier has done for branders by compressing the best thinking into a slim volume that delivers the fundamentals in an entertaining way. He also follows the Strunkian dictum to omit needless words. How many marketing books can you say that about? McLuhan did not hold up well over the years. I think Neumeier will.
Rating: 5 out of 5
Stunningly simple
At first I was put off by the presentation of this book, with its extreme simplification and visual treatment. But now, after reflecting on it, I think the book is stunning. Branding is about combining images and words to make ideas clear and memorable. What better way to do a book on branding than by simplifying? One can still find the long, complex marketing books in the library. This is a book you will keep on your desk and refer to constantly.
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