Brad Gap, The

The brand gap is the first book to present a unified theory of brand. The second edition features a 220-term brand glossary and a premium softcover binding. 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 branda 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; The Brand Gap is an AIGA Design Press book published under Peachpit's New Riders imprint in partnership with AIGA.