Summary:
The book presents a unified theory of brand-building, illustrating how to bridge the gap between business strategy and design. It provides readers with a five-discipline approach to creating powerful brands through collaboration and a customer-focused mindset.
Key points:
1. Brand Perception: Neumeier states that a brand is a customer's gut feeling about a product or company, shaped by their experiences. Businesses should aim to create positive experiences to build a strong brand.
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