the book "brand GAP" If you want to see an animated presentation visit: 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. How to bridge the distance between business strategy and design.
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|Published:||20 December 2015|
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Any brand can be charismatic, even yours. Differentiate To begin building your brand, ask yourself three questions: Tell me again, why does your product matter?
As globalism removes barriers, people erect new ones. The brand gap create tribes—intimate worlds they can understand and participate in. Brand names are tribal gods, each ruling a different space within the tribe.
Best Quotes from Marty Neumeier’s Book “The Brand Gap”
Become the number one or number two in your space. Redefine your space or move to a different tribe. Collaborate Over time, specialists beat generalists. The winner is the brand that best fits a given space.
The law of the jungle? How a brand should fit its space is determined by the brand community. It takes a village to build a brand. By asking left-brainers and right-brainers to work as a team, the brand gap bridge the gap between the brand gap and magic.
The Brand Gap
With collaboration, the brand gap plus one equals eleven. For successful precedents to creative collaboration, look to Hollywood, Silicon Valley, and the cathedral builders of the Renaissance.
Three basic models have emerged for managing brand collaboration: Choose any one or create a combination.
Prototypes cut through marketing red tape and let gut feeling talk to gut feeling. And the magic behind the brand gap design and better business is innovation.
Best Quotes from Marty Neumeier's Book "The Brand Gap"
Radical innovation has the power to render competition obsolete. When everyone zigs, zag. How do you know when an idea is innovative?
When it scares the hell out of you. Expect innovation from people outside the company, or from people inside the company the brand gap THINK outside.
Make sure the name of your brand is distinctive, brief, appropriate, easy to spell, easy to pronounce, likable, extendible, and protectable. Long live icons and avatars. What do you do?
THE BRAND GAP
Why does it matter? Customers want heroes with flaws. I read this because I'm revisiting the branding of my web agency, OptimWise. I googled for the best branding books, and this one bubbled to the brand gap surface.
Notes Introduction We base our choices on symbolic attributes.