Brand Gap How to Bridge the Distance Between Business Strategy and Design (Revised)

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