Beskrivning:

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