Marty Neumeier

The Brand Gap

1. IDEA 1

   A brand is a gut feeling

   Neumeier argues that a brand is not a logo or product but a person's gut feeling about a company or product. Because brands live in people's minds, companies cannot fully control them.

2. IDEA 2

   Strategy and creativity must connect

   Neumeier describes a brand gap between business strategy and creative design. Successful brands bridge this gap. Business people think in plans and numbers, while designers think in pictures and feelings. A brand works when the two sides understand each other.

3. IDEA 3

   Differentiate clearly

   Neumeier argues that brands must stand out by answering who they are, what they do and why it matters. Difference attracts attention. A brand that sounds like all the others is easily forgotten.

All 8 ideas from The Brand Gap →