The Brand Gap: How to Bridge the Distance Between Business Strategy and Design 2nd Edition

I purchased this book on a whim and boy am I glad I did. As a designer and someone with a little marketing knowledge and experience I had a very general idea of what branding is. This book was very inspirational in laying down a business minded approach to the identity that your customes see you as and not what you think your identity is. It does not suggest large, intense studies and thousands of dollars spent on focus groups and so on. It illustrates the questions you should ask and the answers you should search for to create "magic" in the new economy.Reading this could not have come at a better time. The knowledge it reinforced assisted me in talking up a deal to design for a company run by a Stanford grad with 15 years of marketing experience. Simply put.... for a book with a $15 cover price, you get more then your money worth.Quick, easy, and vey educational. his book has made me want to read up more on the internal workings of branding to reinforce my design and business skills. there is a thin line between a goo designer and a great comunicator.

Clear and to the point. Marty Neumeier articulates his “best practices” to branding, debunks old myths and brings fresh perspective to helping businesses communicate themselves in the most effective and strategic ways. He explains the gap between creativity and strategy is often too large and therefore business are suffering. The left and right brain are not working together.The answer to the mile-wide gap? Neumeier argues it is the charismatic brand. He explains getting this brand requires 5 disciplines: Differentiate, Collaborate, Innovate, Validate, Cultivate. The entirety of the book is unpacking these disciplines and applying them to real-world experiences.The down side to this book is the examples are not all relevant; many of the examples are outdated. For example: he referenced on page 97 how web pages cram too much data on the home page and are unappealing to read. However, the majority of today’s web pages are specifically designed with ascetics and simplicity in mind. He also mentions technology phobia and the fear of web design, while in today’s world that is not the case.Overall, the application of the 5 disciplines are relevant in any persons context, despite some of the outdated references. The book is marketing heavy, but does not present itself with advertising jargon; he is not writing exclusively to advertisers or business executive, but to a much larger audience. Although it is marketing heavy, it is still applicable to the common man.The best part of the book is the design and style. He writes with simplicity in mind. He expresses his points clearly, with examples, and clarity. Neumeier’s packaging of the book is a manifestation of his own beliefs. It goes against the grain of the typical book layout; presented with lots of pictures, large fonts, creative sayings and captivating graphics. The book is like none I have seen. He implements two 2 of the 5 disciplines: differentiated and innovative. Must read for anyone wanting to better communicate their product.

This book helps an organization how to build its brand. This book is appropriate anywhere from a sole proprietorship all the way up to a corporate branding strategy. It should be noted that this book is a foundational learning book. Mastering the principles described in this book will put a person on the right track for creating a solid brand, but it is not all inclusive. The author includes past company experiences to illustrate his points and make them more vivid to the reader. The book is based upon five disciplines of branding: differentiate, collaborate, innovate, validate, and cultivate. The author suggests, throughout the book, that it is the mastering of these five disciplines that creates a brand.Perhaps the best thing about this book is the simplicity of it. With five simple disciplines, each of the are expanded upon throughout the book, one develops a strong foundational knowledge of the principles within the book by the time he/she reaches the end. The book seems short and sweet because it does not read like a novel as many popular books do. Too many non-fiction books these days contain narratives that are much longer than the main points to the chapters... sometimes creating misses or near misses with regards to making a clear and strong point. This book does not fall into that trap. The illustrations are short and simple and make the point seem pronounced. Perhaps the best feature of this book for those that lead busy lives is the fact that you only need to read this book once. There is a summary and glossary at the end of the book that highlights key points made throughout the entire book. So, once a person reads and understands the material once, the summary will aid in keeping the memory of important points fresh with a quick glance.What makes this book so great, the end summary, is also what seems to make this book weak. It feels as though a person is just starting to "get in the groove" of the book and then there is the summary. The summary is absolutely appropriate and largely beneficial for keeping the material fresh, but it feels as though the last 30ish% of the book was removed to make room for the summary and glossary. The book seems to have a sudden ending. I expected a few more chapters tying together the material covered in the previous chapters, allowing for deeper insights.This book gives individuals a short and simple process for creating a brand. It offers appropriate insight for those that are not highly developed in branding and it is a short book that can easily be read within a week, even for those with busy schedules. The end book summary keeps the material fresh for busy people as well without having to re-read the entire book. The glossary included also aids those with a lack of business terminology. If you're just getting started with creating a brand and have little business experience, this book is a good one for you.