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'The Brand Gap' presents a unified theory of brand. 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. You'll learn - a 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.
Detalhes do Produto
Subtítulo: HOW TO BRIDGE THE DISTANCE BETWEEN BUSINESS STRATE