- Publisher
- New Riders
- Published
- 2003
- Shelf
- branding: Strategy
- ISBN
- 9780735713307
Strategy
The Brand Gap
Marty Neumeier
The shortest serious book on why strategy and design keep failing each other, and the five disciplines that close the distance.
Why read it
Neumeier names the problem precisely: strategy is argued in words and numbers, design is made in pictures and feel, and neither side can read the other's language. What sits in that gap is every project that was approved on a spreadsheet and died in a boardroom. His five disciplines (differentiate, collaborate, innovate, validate, cultivate) are the translation layer, and they are practical enough to run a meeting from.
Why own it
It is a whiteboard talk set in print, one idea to a spread in type you can read across a table. That shape is the point. You can hand it to a founder on Monday and have it back, actually read, by Friday, which no thorough book on the subject has ever managed.
Who it is for
Designers who keep losing arguments to business cases, and founders who ask for a logo when they mean a strategy.
Reading order
Book 3 of 6 in the branding reading order. See all 6
Read nextZagMarty NeumeierNeumeier's next book turns the first of those disciplines, differentiate, into seventeen steps for finding a position no competitor holds.Read before thisBuilding a StoryBrand
Opens a search on AbeBooks, a network of independent and antiquarian sellers, which is where a good part of this shelf has to be found, because it is out of print.
Read next
Chosen because they argue with this one, not because a machine noticed they share a category.
