FRINK Linked Data Fragments server

Matches in SemOpenAlex for { <https://semopenalex.org/work/W66846979> ?p ?o ?g. }

• W66846979 abstract "The second edition features a 220-term brand glossary and a premium softcover binding. THE BRAND GAP is the first book to present a unified theory of brand. 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: · a 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 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 surprise book of the year!” -John Moore, Fast Company “The first book on brand that seems fresh and relevant.” -Ric Grefe, executive director of AIGA, the professional association for design “A pleasure to read.”-David A. Aaker, author of BRAND PORTFOLIO STRATEGY and BUILDING STRONG BRANDS “Cuts to the heart of what brand is all about.” -Susan Rockrise, worldwide brand director, Intel “Read this book before your competitors do!” -Tom Kelley, general manager, IDEO FROM THE INSIDE FLAPS “A pleasure to read. THE BRAND GAP consistently provides deep, practical insights in a light, visual way. Discover the power of imagery and the role of research in building a heavy-duty brand-without the heavy-duty reading.” -David Aaker, author of BRAND LEADERSHIP and BUILDING STRONG BRANDS “Finally, a book that cuts to the heart of what brand is all about-connecting the rational and the emotional, the theoretical and the practical, the logical and the magical to create a sustainable competitive advantage.” -Susan Rockrise, Worldwide Brand Director, Intel In THE BRAND GAP, Neumeier reminds us that the ultimate moment of truth for all brands is the customer experience. Customer perceptions trump our own perceptions.” -Kurt Kuehn, senior VP of worldwide marketing and sales, UPS “This is not just another book on brand. This is the ONLY book you'll need to read in business, engineering, and design school.” -Clement Mok, design entrepreneur “A well-managed brand is the lifeblood of any successful company-and Neumeier shows us exactly how to do it. Read this book before your competitors do!” -Tom Kelley, general manager of IDEO, co-author of THE ART OF INNOVATION i? “THE BRAND GAP couldn't be more timely. Just when we're at our most skeptical about corporate motives, along comes a book that shows how to evaluate and develop a brand in a straightforward and honest manner.” -David Stuart, co-founder of The Partners, co-author of A SMILE IN THE MIND “Must-reading for anyone who wants to understand how their business strategy will succeed or fail when put to the ultimate test: 'Do customers perceive a difference that's desirable?'” -Steve Harrington, director of strategy and operations, Hewlett-Packard “The book slices like a hot knife through all the turgid, pseudo-academic nonsense that surrounds branding. It's now on the course list for my graduate students, and new members of my team at Ogilvy get a copy with their training materials.” -Brian Collins, executive creative director, Ogilvy & Mather Worldwide" @default.
• W66846979 created "2016-06-24" @default.
• W66846979 creator A5037679388 @default.
• W66846979 date "2005-07-01" @default.
• W66846979 modified "2023-09-24" @default.
• W66846979 title "Brand Gap, The (2nd Edition)" @default.
• W66846979 hasPublicationYear "2005" @default.
• W66846979 type Work @default.
• W66846979 sameAs 66846979 @default.
• W66846979 citedByCount "0" @default.
• W66846979 crossrefType "book" @default.
• W66846979 hasAuthorship W66846979A5037679388 @default.
• W66846979 hasConcept C112698675 @default.
• W66846979 hasConcept C136006765 @default.
• W66846979 hasConcept C138885662 @default.
• W66846979 hasConcept C144024400 @default.
• W66846979 hasConcept C144133560 @default.
• W66846979 hasConcept C152455256 @default.
• W66846979 hasConcept C162853370 @default.
• W66846979 hasConcept C177264268 @default.
• W66846979 hasConcept C18903297 @default.
• W66846979 hasConcept C199360897 @default.
• W66846979 hasConcept C2780031656 @default.
• W66846979 hasConcept C2780343955 @default.
• W66846979 hasConcept C41008148 @default.
• W66846979 hasConcept C41895202 @default.
• W66846979 hasConcept C46312422 @default.
• W66846979 hasConcept C57375061 @default.
• W66846979 hasConcept C71508700 @default.
• W66846979 hasConcept C86803240 @default.
• W66846979 hasConcept C91306197 @default.
• W66846979 hasConceptScore W66846979C112698675 @default.
• W66846979 hasConceptScore W66846979C136006765 @default.
• W66846979 hasConceptScore W66846979C138885662 @default.
• W66846979 hasConceptScore W66846979C144024400 @default.
• W66846979 hasConceptScore W66846979C144133560 @default.
• W66846979 hasConceptScore W66846979C152455256 @default.
• W66846979 hasConceptScore W66846979C162853370 @default.
• W66846979 hasConceptScore W66846979C177264268 @default.
• W66846979 hasConceptScore W66846979C18903297 @default.
• W66846979 hasConceptScore W66846979C199360897 @default.
• W66846979 hasConceptScore W66846979C2780031656 @default.
• W66846979 hasConceptScore W66846979C2780343955 @default.
• W66846979 hasConceptScore W66846979C41008148 @default.
• W66846979 hasConceptScore W66846979C41895202 @default.
• W66846979 hasConceptScore W66846979C46312422 @default.
• W66846979 hasConceptScore W66846979C57375061 @default.
• W66846979 hasConceptScore W66846979C71508700 @default.
• W66846979 hasConceptScore W66846979C86803240 @default.
• W66846979 hasConceptScore W66846979C91306197 @default.
• W66846979 hasLocation W668469791 @default.
• W66846979 hasOpenAccess W66846979 @default.
• W66846979 hasPrimaryLocation W668469791 @default.
• W66846979 hasRelatedWork W1542691036 @default.
• W66846979 hasRelatedWork W1580569988 @default.
• W66846979 hasRelatedWork W2077752835 @default.
• W66846979 hasRelatedWork W2528269789 @default.
• W66846979 hasRelatedWork W2758992465 @default.
• W66846979 hasRelatedWork W2784648649 @default.
• W66846979 hasRelatedWork W2798529809 @default.
• W66846979 hasRelatedWork W384886587 @default.
• W66846979 hasRelatedWork W436612880 @default.
• W66846979 hasRelatedWork W572034551 @default.
• W66846979 hasRelatedWork W572253041 @default.
• W66846979 hasRelatedWork W575866791 @default.
• W66846979 hasRelatedWork W578946040 @default.
• W66846979 hasRelatedWork W587380371 @default.
• W66846979 hasRelatedWork W587395966 @default.
• W66846979 hasRelatedWork W619208856 @default.
• W66846979 hasRelatedWork W642786811 @default.
• W66846979 hasRelatedWork W645626013 @default.
• W66846979 hasRelatedWork W838157081 @default.
• W66846979 hasRelatedWork W2992679514 @default.
• W66846979 isParatext "false" @default.
• W66846979 isRetracted "false" @default.
• W66846979 magId "66846979" @default.
• W66846979 workType "book" @default.