I read this book called "The Brand Gap" by Marty Neumeier, I like this book which refreshes my stereotype of brand. The book is a good read and an excellent reference guide for all things “branding.” The style of the book is based on a presentation, using illustrations and diagrams to help you recognize the five disciplines of branding and learn to apply them to various situations. It starts with an attractive way tells me that what a brand isn’t, and eliminates all the wrong ideas I had before. I always thought brand is a logo such as when I was shopping for clothes, I always think UNIQLO, Japanese casual wear designer, manufacturer and retailer is a good choice because they have several kinds of designs and styles with a great quality, and also many of clothes are not expensive. Therefore, I never think about another brand. That’s my blurry feeling about a brand, but I got this feeling without think about whether this is right or not. Maybe that’s how the majority people feel or the commercial gives me. This book changed my perception about the meaning of a brand.
This book is a first book I read about branding, so I do not have knowledge about branding before. After I read, I could learn some concepts and ideas for brand. At first, I learned about how to build the brand from this book.
The author gives a new and a practical definition to 'building a brand' while explaining the 5 disciplines of brand building.
1. Differentiate
2. Collaborate
3. Innovate
4. Validate
5. Cultivate.
He starts by clearly stating what a brand is not, what perception mistakes are generally made about branding and how it should actually be understood. He elaborates on how branding started to become popular and then he discusses the brand gap, which is the daily problem many firms cannot overcome with their brands. There explaining each of the five approaches are discussed and practical application is described, so I could understand easier.
Finally, I enjoyed this book, The Brand Gap. There are many graphics, so I never feel bored to read. Neumeier points out that the distance between strategy and creativity, different fields controlled by different brain hemispheres. Throughout the book, the author explains that a good brand is made by people or companies who master five branding disciplines: differentiation, collaboration, innovation, validation and cultivation. These five subjects and most topics of the book are illustrated by examples and historical facts.
Thank you for reading!
Yuko
This book is a first book I read about branding, so I do not have knowledge about branding before. After I read, I could learn some concepts and ideas for brand. At first, I learned about how to build the brand from this book.
The author gives a new and a practical definition to 'building a brand' while explaining the 5 disciplines of brand building.
1. Differentiate
2. Collaborate
3. Innovate
4. Validate
5. Cultivate.
He starts by clearly stating what a brand is not, what perception mistakes are generally made about branding and how it should actually be understood. He elaborates on how branding started to become popular and then he discusses the brand gap, which is the daily problem many firms cannot overcome with their brands. There explaining each of the five approaches are discussed and practical application is described, so I could understand easier.
Finally, I enjoyed this book, The Brand Gap. There are many graphics, so I never feel bored to read. Neumeier points out that the distance between strategy and creativity, different fields controlled by different brain hemispheres. Throughout the book, the author explains that a good brand is made by people or companies who master five branding disciplines: differentiation, collaboration, innovation, validation and cultivation. These five subjects and most topics of the book are illustrated by examples and historical facts.
Thank you for reading!
Yuko