Not since McLuhan's THE MEDIUM IS THE MESSAGE has a book compressed so many ideas into so few pages. Using the visual language of the boardroom, Neumeier presents the first unified theory of branding ---- a set of five disciplines to help companies bridge the gap between brand strtegy and brand execution. Those with a grasp of branding will be inspired by what they find here, and those who would like to undestand it better will suddenly 'get it'. This deceptively simple book offers everyone in the company access to ' the powerful business tool since the spreadsheet".