The Brand Gap (Unabridged‪)‬

The Brand Gap is the first audiobook to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this audiobook shows how both ways of thinking can unite to produce a “charismatic brand”—a brand that customers feel is essential to their lives. 

In this audiobook, 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