The brand gap: [how to bridge the distance between business strategy and design ; a whiteboard overview ; expanded ed. with 220-word brand glossary]
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Berkeley, Calif.
New Riders
2006
|
| Edition: | Rev. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes index. - Previous ed.: 2003 |
| Physical Description: | 193 S. Ill., graph. Darst. 22cm |
| ISBN: | 0321348109 9780321348104 |
Staff View
MARC
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| 245 | 1 | 0 | |a The brand gap |b [how to bridge the distance between business strategy and design ; a whiteboard overview ; expanded ed. with 220-word brand glossary] |c by Marty Neumeier |
| 250 | |a Rev. ed. | ||
| 264 | 1 | |a Berkeley, Calif. |b New Riders |c 2006 | |
| 300 | |a 193 S. |b Ill., graph. Darst. |c 22cm | ||
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| 500 | |a Includes index. - Previous ed.: 2003 | ||
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| 650 | 4 | |a Produits de marque - Planification | |
| 650 | 4 | |a Stratégie de marque | |
| 650 | 4 | |a Brand name products | |
| 650 | 4 | |a Internet marketing | |
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Record in the Search Index
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| adam_text | INTRODUCTION WHAT A BRAND ISN T 1
WHY IS BRAND SUDDENLY HOT? 8
IN VERISIGN WE TRUST 10
WHAT S YOUR BRAND WORTH? 12
BRAND HAPPENS 14
THE BRAND GAP 15
INTRODUCING THE CHARISMATIC BRAND 18
DISCIPLINE 1 : DIFFERENTIATE THREE LITTLE QUESTIONS 31
IT S DIFFERENT—I LIKE IT 34
THE EVOLUTION OF MARKETING 38
GLOBALISM VS. TRIBALISM 40
FOCUS, FOCUS, FOCUS 44
ARE YOU GROWING OR HARVESTING YOUR BRAND? 46
DISCIPLINE 2: COLLABORATE IT TAKES A VILLAGE TO BUILD A BRAND 51
THE NEW COLLABORATIVES 54
HOORAY FOR HOLLYWOOD 62
THE POWER OF PROTOTYPES 68
DISCIPLINE 3 : INNOVATE WHERE THE RUBBER MEETS THE ROAD 73
WHEN EVERYBODY ZIGS, ZAG 76
BRAND OR BLAND? 80
THOSE CRAZY NEW NAMES 82
ICONS AND AVATARS 87
IT S ALL PACKAGING 90
DOES OUR WEBSITE LOOK FAT IN THIS DRESS? 96
DISCIPLINE 4 : VALIDATE THE NEW COMMUNICATION MODEL 101
PEOPLE ARE DIFFERENT 105
TEST IS NOT A FOUR-LETTER WORD 106
THE MYTH OF FOCUS GROUPS 110
HOW TO AVOID GETTING SKEWED 112
THE SWAP TEST 114
THE CONCEPT TEST 118
THE FIELD TEST 124
WHAT ARE WE LOOKING FOR? 126
DISCIPLINE 5 : CULTIVATE THE LIVING BRAND 133
EVERY DAY YOU WRITE THE BOOK 136
THE BRAND AS A COMPASS 138
PROTECTING THE BRAND 140
WHERE ARE ALL THE CBOS? 142
THE VIRTUOUS CIRCLE 146
TAKE-HOME LESSONS 149
BRAND GLOSSARY 159
RECOMMENDED READING 181
ACKNOWLEDGMENTS 188
INDEX 191
ABOUT THE AUTHOR 194
|
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| callnumber-first | H - Social Science |
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| dewey-full | 658.8/27 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/27 |
| dewey-search | 658.8/27 |
| dewey-sort | 3658.8 227 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Allgemeines Wirtschaftswissenschaften |
| edition | Rev. ed. |
| format | Book |
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| id | DE-604.BV035247976 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T21:29:35Z |
| institution | BVB |
| isbn | 0321348109 9780321348104 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017053665 |
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| physical | 193 S. Ill., graph. Darst. 22cm |
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| publisher | New Riders |
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| spelling | Neumeier, Marty Verfasser (DE-588)1240156405 aut The brand gap [how to bridge the distance between business strategy and design ; a whiteboard overview ; expanded ed. with 220-word brand glossary] by Marty Neumeier Rev. ed. Berkeley, Calif. New Riders 2006 193 S. Ill., graph. Darst. 22cm txt rdacontent n rdamedia nc rdacarrier Includes index. - Previous ed.: 2003 Produits de marque Produits de marque - Planification Stratégie de marque Brand name products Internet marketing Markenpolitik (DE-588)4144679-3 gnd rswk-swf Markenimage (DE-588)4136439-9 gnd rswk-swf Markenimage (DE-588)4136439-9 s Markenpolitik (DE-588)4144679-3 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017053665&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Neumeier, Marty The brand gap [how to bridge the distance between business strategy and design ; a whiteboard overview ; expanded ed. with 220-word brand glossary] Produits de marque Produits de marque - Planification Stratégie de marque Brand name products Internet marketing Markenpolitik (DE-588)4144679-3 gnd Markenimage (DE-588)4136439-9 gnd |
| subject_GND | (DE-588)4144679-3 (DE-588)4136439-9 |
| title | The brand gap [how to bridge the distance between business strategy and design ; a whiteboard overview ; expanded ed. with 220-word brand glossary] |
| title_auth | The brand gap [how to bridge the distance between business strategy and design ; a whiteboard overview ; expanded ed. with 220-word brand glossary] |
| title_exact_search | The brand gap [how to bridge the distance between business strategy and design ; a whiteboard overview ; expanded ed. with 220-word brand glossary] |
| title_full | The brand gap [how to bridge the distance between business strategy and design ; a whiteboard overview ; expanded ed. with 220-word brand glossary] by Marty Neumeier |
| title_fullStr | The brand gap [how to bridge the distance between business strategy and design ; a whiteboard overview ; expanded ed. with 220-word brand glossary] by Marty Neumeier |
| title_full_unstemmed | The brand gap [how to bridge the distance between business strategy and design ; a whiteboard overview ; expanded ed. with 220-word brand glossary] by Marty Neumeier |
| title_short | The brand gap |
| title_sort | the brand gap how to bridge the distance between business strategy and design a whiteboard overview expanded ed with 220 word brand glossary |
| title_sub | [how to bridge the distance between business strategy and design ; a whiteboard overview ; expanded ed. with 220-word brand glossary] |
| topic | Produits de marque Produits de marque - Planification Stratégie de marque Brand name products Internet marketing Markenpolitik (DE-588)4144679-3 gnd Markenimage (DE-588)4136439-9 gnd |
| topic_facet | Produits de marque Produits de marque - Planification Stratégie de marque Brand name products Internet marketing Markenpolitik Markenimage |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017053665&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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