AIGA Publications and Design Press

The Brand Gap: Revised Edition

Marty Neumeier, Published August 4, 2005
Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a "charismatic brand"—a brand that customers feel is essential to their lives. This second edition of The Brand Gap features a 220-term brand glossary and a premium softcover binding.

About Marty Neumeier

Marty Neumeier is president of Neutron LLC, a San Francisco firm specializing in brand collaboration—the "glue" that holds integrated marketing teams together. Before launching Neutron, he was publisher of Critique, the magazine of graphic design thinking. His recent book, The Brand Gap, is considered a standard on bridging strategy and design, and a follow-up book, Zag (to be published in August 2006), introduces "radical differentiation" as a means of building high-performance brands.

In 2004, working with fellow members of the AIGA Center for Brand Experience, Neumeier edited The Dictionary of Brand, a pocket-sized reference that establishes a common language for brand collaborators across a range of disciplines. He and his associates regularly give workshops on brand strategy and design, including AIGA-sponsored events in New York, Los Angeles, Chicago, San Francisco, Seattle, Denver, Charlotte, Rochester and Portland. Neumeier currently serves on the national board of AIGA.