Business

The Brand Gap

The Brand Gap

  • Downloads：1089
  • Type：Epub+TxT+PDF+Mobi
  • Create Date：2021-03-12 03:18:26
  • Update Date：2025-09-06
  • Status：finish
  • Author：Marty Neumeier
  • ISBN：0321348109
  • Environment：PC/Android/iPhone/iPad/Kindle
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Summary

All the secrets to creating a brand identity that resonates across every aspect of a business--including its Web site and overall strategy！

- With clients like Kodak， Sun， and Procter and Gamble， author Marty Neumeier is one of today's most well-known and respected authorities on the topic of branding。
- Quick， easy approach and a wealth of case studies give readers a crash course in the difference between good and bad branding。
- Tons of tips and real-world advice plus a new branding dictionary help readers turn brand strategy into brand design and execution。

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Reviews

Mike Ljubsa ，

The book is pretty good， but it’s too short for my liking （1 hr read） and literally half of it is just a branding dictionary。。。

Monika Dančová ，

It's definitely a good book for beginners in the field。 It describes branding principles in a simple and straightforward way， the basic questions you should ask yourself when creating a brand or communication， accompanied by practical examples。However， I did not learn that much of new information。 For more experienced people in the field of marketing communication or branding， it would be enough to read a summary of tips in the last chapter。 The last chapter basically says everything written in It's definitely a good book for beginners in the field。 It describes branding principles in a simple and straightforward way， the basic questions you should ask yourself when creating a brand or communication， accompanied by practical examples。However， I did not learn that much of new information。 For more experienced people in the field of marketing communication or branding， it would be enough to read a summary of tips in the last chapter。 The last chapter basically says everything written in the book， in a few apt points。 。。。more

Rihards Zeilis ，

It’s outdated， yes。 But it’s still full of good and useful stuff as well。

Meghan ，

A must read for anyone in design， marketing， or branding。 Will definitely help me start conversations with strategists who consider themselves "not creative。" Creativity is essential in all we do。 "It’s design not strategy that ignites passion in people。 And the magic behind better design and better business is innovation。" A must read for anyone in design， marketing， or branding。 Will definitely help me start conversations with strategists who consider themselves "not creative。" Creativity is essential in all we do。 "It’s design not strategy that ignites passion in people。 And the magic behind better design and better business is innovation。" 。。。more

David ，

Randomly started reading this one based off a housemates suggestion。 Can say I know a bit more about branding now。 A short and sweet book。

Chelsea Jean-mary ，

I liked it。 It gave me a nice introduction to branding and gave me a lot to consider。 I especially like how they used examples of brands that are valuable like Coca-Cola and IBM。

Chelsea Jean-Mary ，

I liked it。 It gave me a nice introduction to branding and gave me a lot to consider。 I especially like how they used examples of brands that are valuable like Coca-Cola and IBM。

Randa Mashnouk ，

"A lot of people talk about it。 Yet very few people understand it。 Even fewer know how to manage it。 Still， everyone wants it。 What is it？ Branding， of course—arguably the most powerful business tool since the spreadsheet。So what exactly is a brand？A brand is a person’s gut feeling about a product， service， or company。 It’s a GUT FEELING because we’re all emotional， intuitive beings， despite our best efforts to be rational。 It’s a PERSON’S gut feeling， because in the end the brand is defined by "A lot of people talk about it。 Yet very few people understand it。 Even fewer know how to manage it。 Still， everyone wants it。 What is it？ Branding， of course—arguably the most powerful business tool since the spreadsheet。So what exactly is a brand？A brand is a person’s gut feeling about a product， service， or company。 It’s a GUT FEELING because we’re all emotional， intuitive beings， despite our best efforts to be rational。 It’s a PERSON’S gut feeling， because in the end the brand is defined by individuals， not by companies， markets， or the so-called general public。 Each person creates his or her own version of it。 While companies can’t control this process， they can influence it by communicating the qualities that make this product different than that product。 When enough individuals arrive at the same gut feeling， a company can be said to have a brand。 In other words， a brand is not what YOU say it is。 It’s what THEY say it is。" 。。。more

Michael Kaufman ，

I forgot about this one， but I read it back when it came out several years ago。 I recall loving it and learning a ton about what Brand marketing is all about。

Mostafa Tarek ，

As a graphic designer I always found the term "branding" a bit intangible， this book helped me grasp the real value and purpose of real branding。Thank you Marty！ As a graphic designer I always found the term "branding" a bit intangible， this book helped me grasp the real value and purpose of real branding。Thank you Marty！ 。。。more

Edwin Sab ，

The book that answers the million dollar question; what is a brand？

Sandra Vu ，

“Focus groups are particularly susceptible to something called the Hawthorne effect—the tendency for people to act differently when they know they know someone’s watching。”Excerpt From: Marty Neumeier。 “The Brand Gap。” Apple Books。

Alya AlShaibani ，

3。5

Brew Schmuck ，

I am not rating this book 5 stars due to some amazing value I got from it。 I am rating it 5 stars for the proper structure。 Don’t have much to say？ Good。 No need to publish a 300 page book where you spend 270 pages paraphrasing the previous sentence （something that books in the field have been really guilty of doing）。 A 60 page book with a tight summary of the key points at the end， followed by a comprehensive glossary。 That’s how you do it。 Good on you Marty。

Akmal A。 ，

An easy read for the people who wanted to start / already has a brand they carried out。 What's new to me is the insight from the professional like Neumeier who has vast experience in the branding world to summarize the current market what's brand is all about。 For me this is a must read book for the creative or the backbone of one brand to make a brand that is important for the people / community they served。 An easy read for the people who wanted to start / already has a brand they carried out。 What's new to me is the insight from the professional like Neumeier who has vast experience in the branding world to summarize the current market what's brand is all about。 For me this is a must read book for the creative or the backbone of one brand to make a brand that is important for the people / community they served。 。。。more

Dave Barry ，

Essential

Kelly Schreihofer ，

It is always good to get perspective and this book does just that！ Great info！

Aria ，

Highlights like "Our cultural distrust in creativity goes back to the Enlightment， when we discovered the awesome power of rational thinking。" and frequent usage of the word "magic" made this book very hard to read。 Additionally there were a lot of comparisons between "left-brainers" and "right-brainers" which， to my knowledge， is a myth that just won't die。 Hard facts and sources aren't to be found here， that's for sure。The design of this book is very bad。 Non-serif font， almost no spacing to t Highlights like "Our cultural distrust in creativity goes back to the Enlightment， when we discovered the awesome power of rational thinking。" and frequent usage of the word "magic" made this book very hard to read。 Additionally there were a lot of comparisons between "left-brainers" and "right-brainers" which， to my knowledge， is a myth that just won't die。 Hard facts and sources aren't to be found here， that's for sure。The design of this book is very bad。 Non-serif font， almost no spacing to the edge of the page， a font-size so large it seems like a cheap way to increase the page number， and several pages with one sentence written on it in white on black （for effect， I guess？） with the middle of the sentence vanishing in the fold of the book。 Also a lot of meaningless images for no discernible reason。 It felt more like a poorly crafted power point presentation than a book on branding， which by all means， should be well branded， right？ 2 Stars because it's a quick read and the information presented did seem somewhat useful， with a nice summary at the end。 On another note I wish I had realised the publishing date of this before ordering， it is showing it's age。 。。。more

Vugar ，

Clear， fluid and nice to eyes！ The book itself is a perfect example of branding with its distinctive photos， the list of key takeaways， the brand glossary and so on。 A perfect book to understand the basics of branding。

Genevieve ，

Read his updated， more recent book The Brand Flip instead。 Don't need to read both。 Read his updated， more recent book The Brand Flip instead。 Don't need to read both。 。。。more

David ，

This is how books should be written。 It is brief and to the point and it packs a huge punch with the information you receive。 So many other books would have droned on for 2 or 300 pages more to say exactly what he said in such a short space。 Absolutely wonderful book

ThePeacockLady ，

Stručné， dobře shrnuté a zábavné。 Fakt se mi to líbilo。 Must-read pro markeťáky。

Sofia Correia de sousa ，

Fantastic。 All marketeers should really read this！

Andrei ，

What a wisdom spring！

Ayodele Cuffy ，

The Only Book I May NeedI thought that I would have to buy several books to fully understand branding。 But this book taught me everything I would need to know for a good start with my business。 It’s quite insightful， easy to understand and makes it possible to create a brand from the ground up。

Animals ，

A must read for both brands and all professionals in the creative industry。The book， although small， it manages to compress the principles of what a brand is， how it should be build and maintained。 It also provides a very clear understanding of what branding is and why it is important。 I often re-read it when I work with new clients on building their brand and every time I re-read it through the lens of the new client I'm working for， it provokes my thinking and quickly inspires me to figure out A must read for both brands and all professionals in the creative industry。The book， although small， it manages to compress the principles of what a brand is， how it should be build and maintained。 It also provides a very clear understanding of what branding is and why it is important。 I often re-read it when I work with new clients on building their brand and every time I re-read it through the lens of the new client I'm working for， it provokes my thinking and quickly inspires me to figure out strategic and creative ways to build communication for the particular brand。 It also helps me prepare easy to understand arguments for the pitch meeting when you need to defend your arguments as to why the firm needs to invest in branding。 Its small size and the quick summary at the end are one of the best features of this book。 。。。more

Maria Mihaltan ，

Branding area is my professional interest and focus。 I heard about this from Blind YouTube series and I found it very useful。 There is a fair amount of food for thought， clear ideas about does and donts and some useful examples。 Oh， and it's super easy to read。 Branding area is my professional interest and focus。 I heard about this from Blind YouTube series and I found it very useful。 There is a fair amount of food for thought， clear ideas about does and donts and some useful examples。 Oh， and it's super easy to read。 。。。more

Oriol Segarra ，

For someone with no idea on branding is a good start。 Not a practical actionable guide but more of a macro high vision

Audrey ，

3。5/5 Lecture vraiment rapide （peut facilement se lire en une seule soirée） et intéressante。 Les informations sont vraiment simplifiés - l'auteur exprime l'essentiel du branding， sans toutefois entrer dans tous les détails。 3。5/5 Lecture vraiment rapide （peut facilement se lire en une seule soirée） et intéressante。 Les informations sont vraiment simplifiés - l'auteur exprime l'essentiel du branding， sans toutefois entrer dans tous les détails。 。。。more

Mikah Green ，

groundbreaking

Reference

google book https://www.google.com/search?tbm=bks&q=The Brand Gap

hathitrust digital library https://babel.hathitrust.org/cgi/ls?q1=The Brand Gap&field1=ocr&a=srchls&ft=ft&lmt=ft

The British Library https://bll01.primo.exlibrisgroup.com/discovery/search?query=any,contains,The Brand Gap&tab=LibraryCatalog&search_scope=Not_BL_Suppress&vid=44BL_INST:BLL01&lang=en&offset=0