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 brand execution. Those with a grasp of branding will be inspired by what 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."
"Finally, a book that cuts to the heart of what brand is all about -- connecting the rational and the emotional, the theoretical and the practical, the logical and the magical to create a sustainable competitive advantage. Everyone in the company should read this book, not just the three people with 'brand' in their titles." --Susan Rockrise, Worldwide Creative Director, Intel
"A pleasure to read. THE BRAND GAP consistently provides deep, practical insights in a light, visual way. Discover the power of imagery and the role of research in building a heavy-duty brand -- without the heavy-duty reading." --David Aaker, Author of "Brand Leadership" and "Building Strong Brands"
"Neumeier stands out among brand-savvy professionals. His experience as a designer, writer, and strategist lends realism to his five disciplines of brand-building. Anyone who needs a deeper understanding of the creation, management, and evolution of brands should grab this book with both hands and start reading." --Patrick Fricke, Manager of Print and New Media Design, Kodak
"This is not just another book on brand. This is the only book you'll need to read in business, engineering, and design school." --Clement Mok, Design enterprenuer/President of AIGA
"THE BRAND GAP is an original. It describes the full range of creative interdependencies that need to be managed in concert, but in a language so plain, crisp, and simple that you suddenly 'see' the concept of brand--and can act boldly on it." --Peter Van Naarden, Director of Global Brand for Hewlett-Packard Co.
"THE BRAND GAP couldn't be more timely. Just when we're at our most skeptical about corporate motives, along comes a book that shows how to evaluate and develop a brand in a straightforward and honest manner." --David Stuart, Brand Designer and Co-Founder of The Partners, London
"This is an important work, with just the right level of accessibility. Despite our overexposure to brand theory these days, THE BRAND GAP is the first book that seems fresh and relevant." --Richard Grefe, Executive Director, The American Institute of Graphic Arts
"A well-managed brand is the lifeblood of any successful company--and Neumeier shows us exactly how to do it. Read this book before your competitors do!" --Tom Kelley, General Manager of Ideo/Author of "The Art of Innovation"
Marty Neumeier is president of Neutron LLC, a San Francisco-based firm specializing in brand collaboration-the "glue" that holds integrated marketing teams together.
Neumeier began his career as a graphic designer and copywriter in southern California in the early 1970s, then moved to northern California in the early 1980s to focus on brand design for technology clients. By the middle 1990s, his firm had developed hundreds of brand icons, retail packages, and other communications for companies such as Apple Computer, Adobe Systems, Netscape Communications, Eastman Kodak, and Hewlett-Packard. During his first 25 years as a design practitioner, Neumeier won hundreds of awards for design excellence, and his writing appeared regularly in trade journals and design publications. In 1996 he launched Critique, the magazine of graphic design thinking, which quickly became the leading forum for improving design effectiveness. In editing Critique, Neumeier joined the conversation about how to bridge the gap between strategy and design, which led directly to the formation of Neutron and the ideas in the brand gap.
Today Neumeier lives with his wife in Palo Alto, California. He has tried to develop a hobby or sports addiction-if only to seem more interesting-but so far has found nothing to equal the thrill of simply working with imaginative people every day. Both inside and outside Neutron, Neumeier is a frequent speaker on design, brand, and creative collaboration. You can reach him at martyn@neutronllc.com.
