The Brand Gap

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 youll learn:the new definition of brandthe five essential disciplines of brand-buildinghow branding is changing the dynamics of competitionthe three most powerful questions to ask about any brandwhy collaboration is the key to brand-buildinghow design determines a customers experiencehow to test brand concepts quickly and cheaplythe importance of managing brands from the inside220-word brand glossary