Godina izdanja: Ostalo
ISBN: Ostalo
Jezik: Engleski
Oblast: Marketing
Autor: Strani

The Brand Gap: How to Bridge the Distance Between Business Strategy and Design 2nd Edition
by Marty Neumeier (Author)

Product details
Publisher: ‎ New Riders
Publication date: ‎ August 4, 2005
Edition: ‎ 2nd
Language: ‎ English
Print length: ‎ 208 pages
978-0-321-34810-9
Item Weight: ‎ 9.6 ounces
Dimensions: ‎ 5.4 x 0.45 x 8 inches
Stanje: Inventarski pečat, spolja kao na fotografijama, unutra dobro očuvano.

The Brand Gap: How to Bridge the Distance Between Business Strategy and Design je priručnik za razumevanje i oblikovanje brenda koji je postao klasik u svetu marketinga, dizajna i poslovne strategije. Marty Neumeier u ovoj knjizi tvrdi da brend nije ono što kompanija kaže da jeste, već ono što potrošači misle da jeste. Neumeier identifikuje pet ključnih disciplina koje su potrebne da bi se stvorio snažan brend:
Razlikovanje (Differentiation) – kako da brend bude jedinstven i prepoznatljiv
Saradnja (Collaboration) – važnost timskog rada između kreativnih i poslovnih sektora
Inovacija (Innovation) – uloga kreativnosti u oblikovanju brendova
Validacija (Validation) – potreba da se ideje testiraju sa stvarnim korisnicima
Kultivacija (Cultivation) – kako brend treba da se razvija kao `živi sistem`
Knjiga je pisana jezgrovito, uz obilje dijagrama i primera, što je čini vrlo pristupačnom i primenjivom, kako početnicima tako i iskusnim profesionalcima.

Marty Neumeier je američki pisac, predavač i stručnjak za brendiranje, poznat po tome što je uveo inovativne ideje u svet dizajna i poslovne strategije. Karijeru je započeo kao grafički dizajner i kreativni direktor, a zatim osnovao firmu Neutron, koja se bavila razvojem brend strategija za vodeće kompanije poput Applea, HP-a, Netscapea i Adobea.
Neumeier je autor više uticajnih knjiga iz oblasti brendiranja i inovacija, među kojima su The Brand Gap, Zag, The Brand Flip i Metaskills. Njegov rad se fokusira na povezivanje kreativnih i poslovnih procesa, a poznat je po jasnom, vizuelno podržanom i sistematičnom stilu pisanja. Danas radi kao direktor za brend u firmi Liquid Agency, a redovno drži predavanja i radionice širom sveta.

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 you`ll learn:
• the 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
• 220-word brand glossary
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.”

Marty Neumeier`s professional mission is to `incite business revolution by unleashing the power of design thinking.` He does this by writing books, conducting workshops, and speaking internationally about the power of brand, innovation, and design. His bestselling `whiteboard` books include THE BRAND GAP, ZAG, and THE DESIGNFUL COMPANY. His video, MARTY NEUMEIER`S INNOVATION WORKSHOP, combines highlights from all three books into a hands-on learning experience. Marty serves as Director of Transformation at Liquid Agency, and divides his writing time between California and southwest France.

MG20