The Martian vs. The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
The Martian
Six days ago, astronaut Mark Watney became one of the first people to walk on Mars. Now, he’s sure he’ll be the first person to die there. After a dust storm nearly kills him and forces his crew to evacuate while thinking him dead, Mark finds himself stranded and completely alone with no way to even signal Earth that he’s alive—and even if he could get word out, his supplies would be gone long before a rescue could arrive. Chances are, though, he won’t have time to starve to death. The damaged machinery, unforgiving environment, or plain-old “human error” are much more likely to kill him first. But Mark isn’t ready to give up yet. Drawing on his ingenuity, his engineering skills—and a relentless, dogged refusal to quit—he steadfastly confronts one seemingly insurmountable obstacle after the next. Will his resourcefulness be enough to overcome the impossible odds against him?
The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
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
Reviews
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| Engaging and humorous narrative | 1 | |
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| Appeals to both sci-fi fans and general readers | 1 |
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| Heavy on technical jargon | 1 | |
| Slow start | 1 |
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Frequently Asked Questions
'The Martian' offers an engaging and humorous narrative with a thrilling survival story that appeals to both sci-fi fans and general readers. In contrast, 'The Brand Gap' focuses on branding strategies and design principles, making it more suitable for those interested in business and marketing rather than storytelling. Therefore, for someone seeking a captivating story, 'The Martian' would be the better choice.
'The Brand Gap' is designed to provide practical insights into brand-building and marketing strategies, making it a valuable resource for professionals in those fields. On the other hand, 'The Martian' is primarily a work of fiction that, while it includes accurate scientific details, is not intended to serve as a professional guide. Therefore, for practical insights, 'The Brand Gap' is the superior choice.
'The Martian' features strong character development, particularly through the protagonist Mark Watney, whose ingenuity and resilience are central to the story. In contrast, 'The Brand Gap' does not focus on character development as it is a non-fiction book centered on branding concepts. Thus, if character development is a priority, 'The Martian' is the clear winner.
'The Martian' is written in an engaging style that appeals to a broad audience, including those who may not typically read science fiction. It balances technical details with humor and storytelling. In contrast, 'The Brand Gap' is more specialized and may be less accessible to those outside the marketing and branding fields. Therefore, 'The Martian' is more accessible to a general audience.
'The Martian' is a sci-fi novel by Andy Weir that tells the story of astronaut Mark Watney, who becomes stranded on Mars after a dust storm forces his crew to evacuate. Believed to be dead, Watney must rely on his ingenuity and engineering skills to survive while figuring out a way to signal Earth for a rescue.
Pros of 'The Martian' include its engaging and humorous narrative, accurate scientific details, thrilling survival story, strong character development, and its appeal to both sci-fi fans and general readers. Cons include its heavy use of technical jargon and a slow start.
'The Brand Gap' is a book that presents a unified theory of brand-building, combining both strategic and creative approaches. It aims to help businesses create 'charismatic brands' that customers feel are essential to their lives. The book covers topics such as the new definition of brand, the five essential disciplines of brand-building, the changing dynamics of competition, the importance of collaboration, the role of design in customer experience, and how to manage brands from the inside.
'The Brand Gap' is authored by Marty Neumeier, a renowned branding expert who has written several influential books on the subject. Neumeier has extensive experience in brand consulting and design, making him a credible voice in the field of branding.
The main topics covered in 'The Brand Gap' include the new definition of brand, the five essential disciplines of brand-building, the changing dynamics of competition, the three most powerful questions to ask about any brand, the importance of collaboration in brand-building, the role of design in customer experience, how to test brand concepts quickly and cheaply, and the importance of managing brands from the inside.
'The Brand Gap' is unique because it integrates both strategic and creative approaches to brand-building, rather than focusing on just one aspect. This holistic view helps businesses create more effective and charismatic brands. The book is also known for its concise and entertaining style, making complex concepts easy to understand in a short read.
'The Brand Gap' is designed to be a quick read, taking approximately two hours to complete. Despite its brevity, the book is packed with valuable insights and actionable advice for brand-building.
