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While other books on this subject drone endlessly on with long, elaborate explanations, The Brand Gap is an easy read that applies to any kind of business. There isn't anything here that a marketing professional hasn't already heard before, but even so I enjoyed it immensely. Recommended reading for anyone serious about marketing or advertising. I really liked this book. Marty Neumeier knows how to make his point in a way that's entertaining, gets to the heart of the issue right away, and has enough useful information to be credible.
It is very much like a Chinese meal. This is a very basic book on branding, and an extremely quick read. But a few days later, you won't really remember a whole lot from the book, and you'll be hungry again for more brand knowledge. When you first read it, you'll walk away feeling great. If you have a 2-hour plane ride, you'll finish the book prior to landing. That being said, the book is worth reading as a quick review of some basic branding techniques.
Seriously. Marty makes it easy for learners of all types, with visuals and easy-to-understand language.Just buy it. If you're reading this review, it means you need it. I consider this to be essential reading for anyone that works in advertising. It's required reading at my agency.
Ask a person who read it and tried it in the real world. If you want to make a gap between you and your competitors this book is a must read and apply in the real world with no hesitation.
The author tried to write a book that one could read on a long airplane flight, and while it took me slightly longer than that, it really kept my interest throughout the read. This book is not the end all, be all in branding, but it is a very interesting perspective. It is short and to the point.
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