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 their lives. In an entertaining two-hour read you'll learn: / the new definition of brand / the five essential disciplines of brand-building / how branding is changing the dynamics of competition / the three most powerful questions to ask about any brand / why collaboration is the key to brand-building / how design determines a customer's experience / how to test brand concepts quickly and cheaply / the importance of managing brands from the inside / 220-word brand glossary From the back cover: Not since McLuhan's THE MEDIUM IS THE MESSAGE 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.