Résumé
There's a buzz about branding these days, as business strategists, designers, developers, marketers and CEOs seek to rebuild the web—and indeed whole companies—by paying attention to user experience. The Brand Gap is a concise primer for anyone who wants to leverage the power of branding. It shows the reader how to make the leap from a logical business strategy to powerful, creative execution. After explaining what a brand is (and what it isn't), and the foundations of a brand, the author takes the reader through five critical disciplines: Differentiation, Collaboration, Innovation, Validation, and Cultivation. Finally, a summary of key take-home lessons is included to stimulate conversations about building an enduring brand. There's a burning desire for information about how the 'rubber meets the road' in building brands. This is the need that The Brand Gap fills.
Contents- Introduction
- Discipline 1: Differentiate
- Discipline 2: Collaborate
- Discipline 3: Innovate
- Discipline 4: Validate
- Discipline 5: Cultivate
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | New Riders |
| Auteur(s) | Marty Neumeier |
| Parution | 12/02/2003 |
| Nb. de pages | 178 |
| Format | 13 x 20,5 |
| Couverture | Broché |
| Poids | 245g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780735713307 |
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