The Brand Gap

This book presents a unified theory of branding, merging strategic and creative approaches to create a “charismatic brand” that customers deem essential. In a concise two-hour read, you’ll discover a new definition of brand, the five essential disciplines of brand-building, and insights into how branding alters competitive dynamics. Key elements include the three most powerful questions about any brand, the significance of collaboration, and how design shapes customer experiences. It also emphasizes quick and cost-effective testing of brand concepts and the necessity of managing brands internally. The author employs a visual language to articulate a set of disciplines that help bridge the gap between brand strategy and execution. This book is designed for everyone in a company, not just those with "brand" in their titles, making it a vital business tool. Readers will find practical insights presented in an engaging manner, demonstrating the power of imagery and research in building strong brands. The author’s unique background as a designer, writer, and strategist lends credibility to the five disciplines outlined. This work stands out as a fresh and relevant exploration of brand theory, encouraging readers to evaluate and develop brands honestly and straightforwardly.