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The Brand Gap and Zag by Marty Neumeier
The Brand Gap: Revised Edition
Format: Paperback, 208pp.
Date of publication: Aug 2005
Publisher: Peachpit Press
ISBN-13: 9780321348104
Dimensions: 20.37 cm. (length) X 13.51 cm. (width) X 1.42 cm. (thickness)
Weight: 268 grams
This book includes illustrations
When it comes to communicating a brand, consistency is key�which is precisely why you need to ensure that the brand you're trying to promote comes through clearly across "every medium�from TV to print, radio, Web and beyond. With this concise primer, you can be sure it will! Veteran author and branding expert Marty Neumeier shows you how to leverage the power of branding and make the leap from strategy to execution. After explaining what a brand is (and isn't) and discussing the foundations of a brand, Marty takes you through five critical disciplines: Differentiation, Collaboration, Innovation, Validation, and Cultivation. The book also includes a summary of key take-home lessons and�new in this edition�a comprehensive branding dictionary. Combine those with friendly, easygoing text; a wealth of real-world case studies; and the author's unique and invaluable perspective, and you have a branding bible no branding professional will want to be without!

Sells for 28,590₩ at whatthebook
http://www.whatthebook.com/book/9780321348104?
W15,000 shipped anywhere in Korea

Zag: The #1 Strategy of High-Performance Brands
Format: Paperback, 178pp.
Date of publication: Sep 2006
Publisher: Peachpit Press
ISBN-13: 9780321426772
Dimensions: 20.22 cm. (length) X 13.72 cm. (width) X 1.40 cm. (thickness)
Weight: 259 grams
This book includes illustrations
"When everybody zigs, zag," says author Marty Neumeier in this fresh view of brand strategy. ZAG follows the ultra-clear "whiteboard overview" style of Neumeier's first book, THE BRAND GAP, but drills deeper into the question of how brands can harness the power of differentiation. The author argues that in an extremely cluttered marketplace, traditional differentiation is no longer enough�today companies need "radical differentiation" to create lasting value for their shareholders and customers. In an entertaining 3-hour read you'll learn:
- why me-too brands are doomed to fail
- how to "read" customer feedback on new products and messages
- the 17 steps for designing "difference" into your brand
- how to turn your brand's "onliness" into a "trueline" to drive synergy
- the secrets of naming products, services, and companies
- the four deadly dangers faced by brand portfolios
- how to "stretch" your brand without breaking it
- how to succeed at all three stages of the competition cycle
For a quick peek inside ZAG, go to www.zagbook.com.

Sells for 32,440₩ at whatthebook
http://www.whatthebook.com/book/9780321426772?fullview=1

W15,000 shipped anywhere in Korea

If you take both I'll drop the price to W25,000 for the set.


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