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The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
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Opis
Opis
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
• 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
Szczegóły
Szczegóły
Data wydania: 01.07.2005
Liczba stron: 194
Wymiary: 202 x 137 x 18
Typ okładki:miękka okładka
Wydawca: New Riders
Autor:
Tytuł:The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
EAN: 9780321348104
Recenzje
Recenzje
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Nasza cena:142,07 zł
Cena katalogowa dostawcy: 152,90 zł
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