The Brand Gap

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

By Marty Neumeier

Not since McLuhan’s The Medium is the Massage 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 customer experience. Those with a grasp of branding will be inspired by the new perspectives 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.”