The Brand Gap

by Marty Neumeier

Summary

If you’re looking for a short, easy-to-read book on branding, this is it! In The Brand Gap, author Marty Neumeier begins by first defining what a brand is not and how brand value is determined. He then discusses how to bridge the numerous gaps that exist in the area, such as those between logic and magic, brand strategy and brand execution, and left-brain and right-brain thinking. The remainder of the book is devoted to discussing the five disciplines of branding: Differentiate Collaborate, Innovate, Validate, and Cultivate.

Recommended Readers

This book will be helpful for any individuals who are new to the field of branding or who simply wish to explore other thought-leadership on the subject, including those in positions such as: Brand Managers, Marketing Managers, Commercial Artists, Graphic Designers, Advertising Account Executives, Assistant Brand Managers, Assistant Marketing Managers.

Top Takeaways

• A brand is not a logo, corporate identity system, or a product. A brand is someone’s gut feeling about your product, service or company. A brand is not what you say it is or what your company says it is, but a brand is what the public says it is. Therefore, you cannot control the brand, you can only influence it.
• In order to differentiate your brand, ask these three questions:
  • Who are you?
  • What does your company do?
  • Why does it matter?
    • This is the most important question but also the most difficult to answer
• Your company’s brand does not lie with just the Brand Manager or top executives, but it takes an entire group of individuals working together (collaborating) to develop your brand. These individuals might include design firms, advertising agencies, research companies, employees, suppliers, distributors, and stockholders.
• Customers identify, remember, discuss and compare brands every day. Therefore, your brand name needs to be distinctive, short, spellable, pronounceable, likeable, portable, and protectable. All brand innovation should create a positive experience for the customer.
• A living brand is never-ending and every person in your company is responsible for your brand. Every minute of the day, your brand is reflected in everything your company does, so be sure to nurture and protect that brand for the long term.

About the Author

As president of Neutron LLC, a San Francisco-based firm specializing in brand collaboration, Neumeier wrote The Brand Gap based on a series of editorials and articles he had created for CRITIQUE, a magazine he launched focusing on the thought-processes involved in graphic design.

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