The Creative Act vs. The Brand Gap: How to Bridge the Distance Between Business Strategy and Design

The Creative Act

“I set out to write a book about what to do to make a great work of art. Instead, it revealed itself to be a book on how to be.” —Rick Rubin

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

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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The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
www.amazon.com/Brand...

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