“The Brand Gap”

“The Brand Gap” is a very informative book that reads very easily. It deals with an important subject that not many people think about. The book has a nice layout and flows well. The information will be very useful in the field. It’s strange that I didn’t even think about branding this way to begin with. I will probably be able to use this book throughout my career. I agree with Neumeier about the branding moment. All the work and research in the world can’t compare to the moment when the consumer is standing in front of a wall containing all the same things, just wrapped differently. That moment is when something magical happens between the product and consumer. “The Brand Gap” very effortlessly defines the necessity of branding in any business.

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