The Brand Gap: Expanded Edition
by: Marty Neumeier
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Product 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
From the back cover:
Not since McLuhan’s THE MEDIUM IS THE MESSAGE has a book compressed so many ideas into so few pages. Using the visual language of the boardroom, Neumeier presents the first unified theory of branding—a set of five disciplines to help companies bridge the gap between brand strategy and customer experience. Those with a grasp of branding will be inspired by the new perspectives they find here, and those who would like to understand it better will suddenly “get it.” This deceptively simple book offers everyone in the company access to “the most powerful business tool since the spreadsheet.”
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
From the back cover:
Not since McLuhan’s THE MEDIUM IS THE MESSAGE has a book compressed so many ideas into so few pages. Using the visual language of the boardroom, Neumeier presents the first unified theory of branding—a set of five disciplines to help companies bridge the gap between brand strategy and customer experience. Those with a grasp of branding will be inspired by the new perspectives they find here, and those who would like to understand it better will suddenly “get it.” This deceptively simple book offers everyone in the company access to “the most powerful business tool since the spreadsheet.”
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Customer Reviews
Average Rating:
Rating: 
- Quick, efficient overview
I really liked this book. Marty Neumeier knows how to make his point in a way that's entertaining, gets to the heart of the issue right away, and has enough useful information to be credible. There isn't anything here that a marketing professional hasn't already heard before, but even so I enjoyed it immensely. While other books on this subject drone endlessly on with long, elaborate explanations, The Brand Gap is an easy read that applies to any kind of business. Recommended reading for anyone serious ... Read More
Rating: 
- Chinese Meal
This is a very basic book on branding, and an extremely quick read. If you have a 2-hour plane ride, you'll finish the book prior to landing. That being said, the book is worth reading as a quick review of some basic branding techniques. It is very much like a Chinese meal. When you first read it, you'll walk away feeling great. But a few days later, you won't really remember a whole lot from the book, and you'll be hungry again for more brand knowledge.
Rating: 
- Invaluable...
I consider this to be essential reading for anyone that works in advertising. It's required reading at my agency. Marty makes it easy for learners of all types, with visuals and easy-to-understand language.
Just buy it. Seriously. If you're reading this review, it means you need it.
Rating: - This book is two thumps up
If you want to make a gap between you and your competitors this book is a must read and apply in the real world with no hesitation. Ask a person who read it and tried it in the real world.
Rating: - Quite Interesting Book On Branding
This book is not the end all, be all in branding, but it is a very interesting perspective. It is short and to the point. The author tried to write a book that one could read on a long airplane flight, and while it took me slightly longer than that, it really kept my interest throughout the read.
- Quick, efficient overviewI really liked this book. Marty Neumeier knows how to make his point in a way that's entertaining, gets to the heart of the issue right away, and has enough useful information to be credible. There isn't anything here that a marketing professional hasn't already heard before, but even so I enjoyed it immensely. While other books on this subject drone endlessly on with long, elaborate explanations, The Brand Gap is an easy read that applies to any kind of business. Recommended reading for anyone serious ... Read More
- Chinese MealThis is a very basic book on branding, and an extremely quick read. If you have a 2-hour plane ride, you'll finish the book prior to landing. That being said, the book is worth reading as a quick review of some basic branding techniques. It is very much like a Chinese meal. When you first read it, you'll walk away feeling great. But a few days later, you won't really remember a whole lot from the book, and you'll be hungry again for more brand knowledge.
- Invaluable...I consider this to be essential reading for anyone that works in advertising. It's required reading at my agency. Marty makes it easy for learners of all types, with visuals and easy-to-understand language.
Just buy it. Seriously. If you're reading this review, it means you need it.
- This book is two thumps upIf you want to make a gap between you and your competitors this book is a must read and apply in the real world with no hesitation. Ask a person who read it and tried it in the real world.
- Quite Interesting Book On BrandingThis book is not the end all, be all in branding, but it is a very interesting perspective. It is short and to the point. The author tried to write a book that one could read on a long airplane flight, and while it took me slightly longer than that, it really kept my interest throughout the read.
