THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. In an entertaining two-hour read 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
• 220-word brand glossary

From the back cover:

Not since McLuhan’s THE MEDIUM IS THE MESSAGE has a book compressed so many ideas into so few pages. Using the visual language of the boardroom, Neumeier presents the first unified theory of branding—a set of five disciplines to help companies bridge the gap between brand strategy and customer experience. Those with a grasp of branding will be inspired by the new perspectives they find here, and those who would like to understand it better will suddenly “get it.” This deceptively simple book offers everyone in the company access to “the most powerful business tool since the spreadsheet.”

《品牌差距》是第一本提出品牌建设统一理论的书。尽管大多数关于品牌的书籍都倾向于一种战略性或创造性的方法，但本书展示了两种思维方式如何结合起来产生一个“有魅力的品牌”——一个客户认为对他们的生活至关重要的品牌。在两小时有趣的阅读中，你将学到：
•品牌的新定义
•品牌建设的五大基本原则
•品牌如何改变竞争动态
•关于任何品牌的三个最有力的问题
•为什么合作是品牌建设的关键
•设计如何决定客户体验
•如何快速、廉价地测试品牌概念
•从内部管理品牌的重要性
•220字品牌词汇表
从封底看：
从麦克卢汉的《媒介是信息》开始，就没有一本书把这么多的想法压缩成这么少的页面。Neumeier利用董事会会议室的视觉语言，提出了第一个统一的品牌理论，这是一套由五个学科组成的理论，帮助企业弥合品牌战略和客户体验之间的鸿沟。那些掌握了品牌的人会被他们在这里发现的新观点所启发，那些想更好地理解它的人会突然“明白了”。这本看似简单的书让公司里的每个人都能接触到“自电子表格以来最强大的商业工具”