The Brand Gap is the first audiobook to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this audiobook shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. 

In this audiobook, you’ll learn: 

the new definition of brand 

the five essential disciplines of brand-building 

how branding is changing the dynamics of competition 

the three most powerful questions to ask about any brand 

why collaboration is the key to brand-building 

how design determines a customer’s experience 

how to test brand concepts quickly and cheaply 

the importance of managing brands from the inside