Brand Gap, The: Revised Edition (Aiga Design Press)

An absolute must for brand builders and business owners who want to understand branding. This is crafted as a very easy read for a reason and I urge you to read it more than once as it’s full of branding gold.

My introduction to Marty Neumeier was through 3 questions - Who are you? What do you do? Why does it matter. The incisiveness of the thought compels the serious marketer to question the seriousness of their marketing aspirations and intentions, as they finalise their marketing programs. The brand gap presents a framework that enable's the serious marketer to up the ante during their deliberations as they move towards finalising their brand programs for their financial year. Marty's thoughts are a fresh perspective in a world looking for greater levels of market acceptance, and improved customer acceptance in an over traded market place. The Brand Gap: How to Bridge the Distance Between Business Strategy and Design : a Whiteboard Overview (Aiga Design Press)

This short book is a good introduction to Branding. I love this guy's books, but I must admit that I found Zag and The Brand Flip more compelling. This is good background reading though, but I'd read Zag first and then The Brand Flip. Only come back to Brand Gap if you need more background

Really took the complexity of branding and presented it in an easy to understand form.

This is a must read for anyone in Design, Marketing and Branding. It sums up very well what is required to create and maintain a successful living brand. The future of branding is now - read this and a lot becomes clearer. I think it's clearly written and structured, so it lends itself well as a reference guide.

If you are looking for a very well written book on Branding, that takes a more creative approach towards the subject (i.e not bogged down with technical words or theory), then I would recommend this book to you. I liked how the author was very expressive in the language he used to describe concepts and it had some interesting 'arty' graphics that went along with them. I was surprised at how short the book was though and I think the main reason for this is there is a glossary of terms which takes up a large proportion of the back end of the book. I was expecting it to take a while to read, as I am a slow reader, but it only took me a few days (could have been quicker had I not read it bit by bit). Not a book that will give you a comprehensive overview on the subject.

I had to read this book about 10 years ago and I came across it again, so I got another copy - still relevant and easy to follow.

Very easy to read, tries to pin down what can be a nebulous concept, the idea of 'brand gap', basically the hole down which marketing attempts fall when the marketers ideas don't match those of the buying public. The layout is business, powerpoint style friendly. It is pithy, to the point and easily digestible for those business people with the need to address this problem or at least understand it, and not much time in which to do it. Good glossary in the revised edition.

This book is an eye opener. It goes in different direction. Which is true

Full of insight. Short, sharp and to the point. My kind of book.

If there is one book you should read concerning branding, it's this one. Marty explains clearly how design and branding should be used together and how you build your brand.

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The book is good and works well on the kindle app some of the illustrations or diagrams are very poor in resolutions thats very disappointing. Overall content is easy to read and good.