Buzzz: AIGA Austin Book Club  

Host: Diana Guentzel

The Buzzz Club is dedicated to inspiring discussion, building community and keeping our membership informed about current trends and ideas related to the field of design. Anyone is welcome to participate (non-members, too).

The Brand Gap: How to Bridge the Distance Between Business Strategy and Design

by Marty Neumeier

These days there’s a lot of buzz about branding and this month’s meeting of Buzzz Book Club can help you dissect it with a discussion of The Brand Gap.

Let’s face it. The execution of brand strategy is a hot topic these days. And as designers, it’s important to have a firm understanding and ability “to translate brand strategy into design and execution” for our clients.

Neumeier not only explains what brand is, more importantly, he explains what brand isn’t. He also presents a solid understanding of the power of branding and how to go about building an enduring brand through five disciplines: differentiation, collaboration, innovation, validation, and cultivation.

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