The Brand Gap: Revised Edition, 2/e

Description:

When it comes to communicating a brand, consistency is key--which is precisely why you need to ensure that the brand you're trying to promote comes through clearly across every  medium--from TV to print, radio, Web and beyond. With this concise primer, you can be sure it will! Veteran author and branding expert Marty Neumeier shows you how to leverage the power of branding and make the leap from strategy to execution. After explaining what a brand is (and isn't) and discussing the foundations of a brand, Marty takes you through five critical disciplines: Differentiation, Collaboration, Innovation, Validation, and Cultivation. The book also includes a summary of key take-home lessons and--new in this edition--a comprehensive branding dictionary. Combine those with friendly, easygoing text; a wealth of real-world case studies; and the author's unique and invaluable perspective, and you have a branding bible no branding professional will want to be without!