The Brand Gap: Revised Edition: How to Bridge the Distance Between Business Strategy and Design : a Whiteboard Overview (Aiga Design Press)

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Paperback. Pub Date :2005-08-01 Pages: 208 Language: English Publisher:. Peachpit Press 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 glossaryFrom the back cover:. Not since McLuhan’s …New
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