Business Skills [slide]The Brand Gap: How to Bridge the Distance Between Business Strategy and Design

Thảo luận trong 'Sách tiếng nước ngoài' bắt đầu bởi moreshare, 20/12/16.

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    The Brand Gap: How to Bridge the Distance Between Business Strategy and Design

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    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

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