Books
Get a quick overview of brand building.
Most brand books are written by people from marketing, are built around theories, and offer hundreds of pages of case studies to prove their points. Most don’t tell you how to actually solve your brand problems. Neutron president Marty Neumeier comes from the world of brand practice. His books present problems and techniques to solve them clearly and simply. You can read them on a brief plane ride, and start applying their principles before you land.
The Brand Gap
Using the visual language of the boardroom, Neumeier presents the first unified theory of branding—a set of five disciplines that help companies bridge the gap between brand strategy and implementation. If you already have a grasp of branding, you’ll find new inspiration in the book. If you don’t and wish you did, by the time you’re done reading this book, you’ll “get it.”
› Buy it now from Amazon.
Zag
In an age of me-too products and instant communication, keeping up with the competition isn’t a winning strategy. Today you have to out-position, out-maneuver, and out-design them. Discover radical differentiation—the number one strategy of high-performance brands. The new rule? When everybody zigs, zag.
Flip through a few chapters at zagbook.com.
› Buy it now from Amazon.
The Dictionary of Brand
The Dictionary of Brand is the first book to establish a “linguistic foundation” for brand builders—a basic toolkit of 200+ terms that allow specialists from different disciplines to work together in a larger community of practice. Although the terms are widely used by brand specialists, most have yet to appear in other dictionaries or glossaries.
› Buy it now from Amazon.
