The Brand Gapby Marty Neumeier
You know it’s going to be a good book when you see the AIGA logo on the spine. Normally I do not hesitate when I see that little back square with the four white letters, but for some reason this book eluded me for two years. When I was in the mood for another branding book it wasn’t on the shelf, or when I did see it there, something else caught my eye. This book had been recommended to my by so many people that I finally had to go out and buy it.
While most books on the subject of branding cover either the left brain or the right brain approach, Marty explains in easy-to-read english just why it is so important to bridge the gap between these two hemispheres and attack branding with both sides working co-operatively.
Starting by explaining what branding is not, he then proceeds to work his way through what it is, how to do, why it is important, and how to test is what you want to do will actually work.
There is a quote on the book that can not be better stated:
“Read this book before your competitors do!” —Tom Kelley, general manager, IDEO
The Brand Gap by Marty Neumeier was originally published in 2003. This expanded edition now features a 220-term brand glossary.