The Brand Gap. Strategie en design verbonden.

Titel: The brand gap. How to bridge the distance between business strategy and design. A whiteboard overview.
 
Auteur(s): Marty Neumeier (Auteur)
 
Uitgever: New Riders, Indianapolis, Ind, 2003
 
Aantal pagina's: 178
 
Overzicht: "Bridge the gap" between strategy and creativity to develop an enduring brand as you rebuild your Web site or business strategy.
 
Bijzonderheden: Introduction. What a Brand Isn't. Why is Brand Suddenly Hot? In Verisign We Trust. What's Your Brand Worth? Brand Happens. The Brand Gap. Introducing the Charismatic Brand.Discipline 1. Differentiate. Three Little Questions. It's DifferentI Like It. The Evolution of Marketing. Globalism vs. Tribalism. Focus, Focus, Focus. Are You Growing or Harvesting Your Brand?Discipline 2. Collaborate. It Takes a Village to Build a Brand. The New Collaboratives. Hooray for Hollywood. The Power of Prototypes.Discipline 3. Innovate. Where the Rubber Meets the Road. When Everybody Zigs, Zag. Brand or Bland? Those Crazy New Names. Icons and Avatars. It's All Packaging. Does Our Website Look Fat in This Dress?Discipline 4. Validate. The New Communication Model. People Are Different. Test Is Not a Four-letter Word. The Myth of Focus Groups. How to Avoid Getting Skewed. The Swap Test. The Concept Test. The Field Test. What are We Looking For?Discipline 5. Cultivate The Living Brand. Every day You Write the Book. The Brand As a Compass. Protecting the Brand. Where Are All the CBOs? The Virtuous Circle. Take-home Lessons. Recommended Reading. Acknowledgments.Index. Colophon. About the Author.
 
Aanvullende informatie: Mooie staat - zeer uitgebreid - rijk geïllustreerd
 
 
 
 
 
 
Zie ook mijn andere advertenties voor nog veel meer boeken over allerlei onderwerpen.-
 
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