- Capa comum: 208 páginas
- Editora: New Riders Publishing; Edição: 2 (1 de agosto de 2005)
- Idioma: Inglês
- ISBN-10: 0321348109
- ISBN-13: 978-0321348104
- Dimensões do produto: 13,5 x 1,5 x 20,3 cm
- Peso do produto: 272 g
- Avaliação média: 5.0 de 5 estrelas Ver todas as análises (1 avaliação de cliente)
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The Brand Gap: Revised Edition (Inglês)
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Detalhes do produto
Descrições do Produto
• 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
From the back cover:
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.”
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The Brand Gap is also quaintly outdated. At one point the author talks about how most websites are poorly designed and shows an example of something ala 1998. Well...A LOT has changed since this book was published (2006) and there are numerous examples of gorgeous, and useful websites on the market today. Granted, there's lots of bad design out there, but things have, and are, getting better.
A particularly embarrassing example is the author's use of Amazon's market share to elucidate his point about creating a focused brand. He gloats about Amazon losing 30% of it's market share after extending it's repertoire beyond books. Well guess what...the joke is on us now. Amazon magically broke the curse of expansion and their sales have risen 219% to $34.2 billion between 2006 and 2010. This NEEDS to be addressed in the book, otherwise the author's use Amazon's statistics is simply misinformation. It takes away a lot of the books credibility.
And speaking of credibility...For a book that stresses the importance of design and aesthetics, it needs to take a look in the mirror. The typesetting in the book is "horsey" and wouldn't even be acceptable in a first-semester graphic design course. Sure, I'm splitting hairs here, and most people wouldn't notice the typographic nuances, but a book that is half about design needs to take things like this seriously. It's ironic that the author claims that aesthetics build trust, however his own book leaves a lot of aesthetic loose ends.
The book is littered with many "a-ha" moments and interesting tidbits, but I don't feel like I have much more of an understanding of branding than I did before I read the book. It's a fun read, but nothing I would say anyone absolutely had to read.
Differentiation asks certain questions for you to be able to have focus in you company, he stresses the importance of asking these three questions: 1) Who are you? 2) What do you do? 3) Why does it matter?
Collaboration means working together and knowing that you all need one another. He claims that the best way to collaborate in today’s market is to outsource to a one stop shop and to a brand agency, also to work with the brand internally with a marketing team. Using all three of these ways creates a healthy and multi-vantage point view of how to create the best product and company.
Innovation stresses that as a company that wants to be creative it is imperative to not go with the crowd and be creative while being logical. If you’re not scaring people with your ideas, you’re not being creative enough to be innovative.
Validation is important in our very social world, we need to make space to receive feedback and let our customers know they are being heard.
Cultivation is about showing that the brand is you, is the image that you are trying to make for your company match the behavior of your company?
I loved that this book was a short and easy read; I loved the pictures and the graphs to help make a point and add some humor sometimes. I would recommend this book for anyone who is ready to jump out and ride the virtuous circle.
Neumier says that ‘a brand is a person’s gut feeling about a product, service, or company.’ And then goes into detail to explain how we make decisions.‘Today we base our choices more on symbolic attributes. What does the product look like? Where is it being sold? What kind of people buy it? Which “tribe” will I be joining if I buy it? What does the cost say about its desirability? What are other people saying about it? And finally, who makes it?’
These types of questions speak volumes to the importance of taking ones brand serious and focusing on creating separation from others in the process. We now live in a culture where the majority of the products we invest in our strongly identical to one another. That is because many manufactures copy one another in the basic models of design. What separates the products in the mind of the buyer is the unique distinct differences decided upon by the producer. It is the little signs of customization and effective brand identity marketing that separate the companies. How well do you know your story and how can you effectively get the buyer to believe in it.
Neumier premise is to communicate how to bridge the gap between the left-brain thinking strategists who are known to be more —analytical, logical, linear, concrete, numerical, verbal and the right-brain thinking team members who tend to be known as more —intuitive, emotional, spatial, visual, and physical.
This makes logical sense that there would lye a natural gap in a branding process. I agree that both sides of the brain are needed in order to create a product that will market to both buyers as well. The overall goal is to build trust between a brand and its customers. This process does not desire to be isolated to one audience but rather be broadcast to all types.
One question I had was, is it possible that some companies and organizations intentionally create a gap in their brand? That possibly their strategy is to only connect with one side of the brain of the buying audience?
At the end of the day Neumier does a great job of stimulating creating thinking related to his intended topic. The book is easy to read and simplifies the understanding. It helps you understand how to create a charismatic brand that differentiates itself from the rest of the field. I would recommend this book to anyone hoping to learn more about the fundamentals of marketing and how it is important to see the whole process.
Author Marty Neumeier paints a broad picture of what is involved in branding, including what works and does not work in marketing a product, whether that is an item or an idea. Neumeier’s thesis states, “A brand is a person’s gut feeling about a product, service or company.” (Kindle 109). The customer’s viewpoint is the most important aspect of a brand’s success.
Neumeier reduces the principles of branding to five disciplines: differentiate, collaborate, innovate, validate, and cultivate. Giving a brief overview, the author presents pictures and diagrams to help the reader understand.
Each of the disciplines helps to bridge the gap between what Neumeier describes as logic and magic, represented by the left and right brain thinking. Connecting business strategy and design allows a relationship to develop, thus creating customer appeal for a product or services.
By devoting a single chapter to each of the five disciplines, Neumeier marshals the data around the concepts by describing little and simple ways to do things, but in reality, the simplest things are often the most difficult to accomplish. Disciplines require diligence, learning, adjustments, and determination to acquire.
"The Brand Gap" helps the reader understand the importance of a brand and how things have changed from the past to the present. However, the idea of figuring out what a person’s reaction is to a product, service, or company seems to be much more complicated than what Neumeier presents.
Neumeier believes that a person’s gut feeling is what causes them to choose one product over another. One item is chosen over another because the brand creates a feeling of connectedness or belonging, something bigger than the purchaser’s current reality. While I agree in part, if every item a person purchased created a feeling of belonging to a tribe, loneliness would have disappeared by now. Instead, many items are purchased because a product works or provides benefits.
The idea of developing prototypes, like Hollywood does, seems to be a workable plan for companies that produce a product, but Neumeier fails to mention how a service organization would develop a prototype.
Companies would do well to heed Neumeier’s advice that logos are a thing of the past. Innovations in branding have advanced to crazy new names, avatars, and earcons. Companies and service organizations would do well to include these in their brands.
Neumeier talks about three different methods that produce brands: a one-stop shop, outsourcing, and in-house collaboration. I believe he is right on the mark when he lists the multiple advantages of in-house collaboration because it involves buy-in and ownership of the brand by employees.
The author’s style is engaging and entertaining. Pictures and illustrations amplify the concepts. The book incorporates ample white space, making the content easy to assimilate. The Brand Glossary and Recommended Reading list suggest additional information to expand each of the concepts presented. While "The Brand Gap" includes clear information, hard work, collaboration, and discipline will be needed to develop a successful brand.
In each chapter, Neumeier keeps things simple by referencing one or two companies in a brief example to illustrate his point. Sometimes the examples explain a cause-and-effect relationship, i.e. the company did something that violated the basic concept and the effect was disastrous or the company followed the branding concept and success resulted.
Neumeier also traces historical connections by citing how branding operated in the past. He contrasts the traditional way with the newer, innovative methods used today.
I could understand the changes that have occurred in the marketplace because there is more competition and communication. Because the book was short and included a lot of graphics, I hoped that I could quickly understand branding.
The idea of how people perceive a company or service organization is much harder to determine because it requires thinking of others instead of what I already know and am familiar with.
Perhaps the best thing about this book is the simplicity of it. With five simple disciplines, each of the are expanded upon throughout the book, one develops a strong foundational knowledge of the principles within the book by the time he/she reaches the end. The book seems short and sweet because it does not read like a novel as many popular books do. Too many non-fiction books these days contain narratives that are much longer than the main points to the chapters... sometimes creating misses or near misses with regards to making a clear and strong point. This book does not fall into that trap. The illustrations are short and simple and make the point seem pronounced. Perhaps the best feature of this book for those that lead busy lives is the fact that you only need to read this book once. There is a summary and glossary at the end of the book that highlights key points made throughout the entire book. So, once a person reads and understands the material once, the summary will aid in keeping the memory of important points fresh with a quick glance.
What makes this book so great, the end summary, is also what seems to make this book weak. It feels as though a person is just starting to "get in the groove" of the book and then there is the summary. The summary is absolutely appropriate and largely beneficial for keeping the material fresh, but it feels as though the last 30ish% of the book was removed to make room for the summary and glossary. The book seems to have a sudden ending. I expected a few more chapters tying together the material covered in the previous chapters, allowing for deeper insights.
This book gives individuals a short and simple process for creating a brand. It offers appropriate insight for those that are not highly developed in branding and it is a short book that can easily be read within a week, even for those with busy schedules. The end book summary keeps the material fresh for busy people as well without having to re-read the entire book. The glossary included also aids those with a lack of business terminology. If you're just getting started with creating a brand and have little business experience, this book is a good one for you.
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