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

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)

A perfect example of not realising you're turning the page and suddenly you're at the end. Definitely won't be the last time I pick it up. For anyone wanting to learn about brand and what a brand isn't this is essential.

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.

There's better books on branding

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.

it's cool for students