The Gap of the Brand: How to Bridge the Distance Between Business Strategy and Brand Design

Author: Marty Neumeier
Publisher:
Publish Date: 2004-04-01
Features: This book attempts to present readers with a picture of branding, including what a brand is (and what it is not), why a brand works (and why it doesn't), and most importantly, how to bridge the logic and mystery of branding to help businesses build long-term competitive advantages through branding. This book attempts to present readers with a picture of branding, including what a brand is (and what it is not), why a brand works (and why it doesn't), and most importantly, how to bridge the logic and mystery of branding to help businesses build long-term competitive advantages through branding.