The Brand Gap

The ideas in THE BRAND GAP are like a group of islands whose foundations extend below the surface of the page: What you see are only the peaks. Yet I hope I’ve roused your sense of adventure enough so you’ll dive deeper into brand and its five disciplines. Here are a few titles I’ve found rewarding and true, together with brief descriptions.

General Branding

[biblio_002] BRAND LEADERSHIP, David A. Aaker and Erich Joachimsthaler (Free Press, <year>2000</year>). To be successful, say the authors, a brand must be led from the top. This shift from a tactical approach to a strategic approach requires an equal shift in organizational structure, systems, and culture. The authors prove their point with hundreds of examples from Virgin to Swatch and from ...