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The Brand Gap by Marty Neumeier
Category: Business, Economics and Law | Series: AIGA Design Press Ser.
THE BRAND GAP is the first book to present a unified theory of brand-building. 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 the ...Show more
The Designful Company: How to Build a Culture of Nonstop Innovation by Marty Neumeier
Category: Business Finance Management
Part manifesto, part handbook, THE DESIGNFUL COMPANY provides a lively overview of a growing trend in management--design thinking as a business competence. According to the author, traditional managers have relied on a two-step process to make decisions, which he calls "knowing" and "doing." Yet in toda ...Show more
Zag by NEUMEIER MARTY
Category: Business Finance Management | Series: One-Off Ser.
"When everybody zigs, zag," says Marty Neumeier in this fresh view of brand strategy. ZAG follows the ultra-clear "whiteboard overview" style of the author's first book, THE BRAND GAP, but drills deeper into the question of how brands can harness the power of differentiation. The author argues that in a ...Show more
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