New Riders, NY-USA, 2003
Anyone – be it in the business world, marketing, design, branding or elsewhere realize the power of the word - 'Brand'. Everyone talks about things like branded products, brand identity or brand experience and that a brand defines one's personality or marks one's likes and dislikes. But does everyone really understand what a 'brand' really means? Marty Neumier answers it all for us.
The author gives a new and a practical definition to 'building a brand' while explaining the 5 disciplines of brand building viz. :
1.Differentiate
2.Collaborate
3.Innovate
4.Validate
5.Cultivate
The book runs around all sorts of processes that go in creating, maintaining and growing a brand – the successful and the not-so-successful ones. The book starts from the very basic question: 'What is a brand?' and treads through branding, trends, the tests, problems, strategy, creativity, names, avatars, designing, packaging, marketing, globalism and evolution of 'brand' to very comprehensive 'take-home' lessons. And these are just a few topics the book talks about.
As they say - “Good things come in small packages”, the best thing about this book is that Marty covers it all in a tiny little book that one can finish reading in a couple of hours. Its like taking a 'one quick pill' for all.
I would recommend this book to anyone with a background in design, business, branding, consumer study, engineering, psychology and anyone who likes to know the story behind brands.
You can view a presentation on the book by the author – The Brand Gap
Its a huge presentation but worth a watch!
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