A Review of The Brand Gap by Marty Neumier
So, what is the Brand Gap?
Unfortunately the left brain (analytical, logical, linear, concrete) doesn’t always know what the right brain (intuitive, emotional, spatial, visual) is doing.
Whenever there’s a rift between strategy and creativity – between logic and magic – there’s a brand gap.
It can cause a brilliant strategy to fail where it counts most, at the point of contact with the customer; or, it can doom a bold creative initiative before it’s even launched, as early as the planning stage.
A brand is not what YOU say it is. It’s what THEY say it is.
- A brand is a person’s gut feeling about a product, service or company.
- The foundation of a brand is trust.
- Branding is the process of connecting good strategy with good creative.
- A charismatic brand is any product, service or company for which people believe there’s no substitute.
- People base their buying decisions more on symbolic cues (design) than features, benefits and price. Make sure your symbols are compelling.