The Brand Gap

The Brand Gap by Marty Neumeier

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Show Notes:

Branding is often overlooked and under appreciated by the more analytical parts of a corporation. This book provides an excellent resource of how to gap the distance between the creative and the analytical and prove the value and necessity of developing and fostering a brand. Neumeier reminds us that the ultimate moment of truth for all brands is the customer experience. Customer perceptions trump our own perceptions and perceptions are mostly influenced by aesthetics and gut feelings.

Key Points/Chapters:

Slideshare presentation (available for free download).

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

Our Cocktail Party Statements:

Aaron: A brand is a person’s gut feeling about a product.

Karin: Whenever there’s a rift between strategy & creative (logic & magic), there’s a brand gap.

Phil: Your Brand is not what you say it is, it’s what your customers say it is.