The Brand Gap

In The Brand Gap, Marty Neumeier emphasizes the importance of standing out from the crowd. He suggests that brands should strive to be different, not just better. This is because consumers are more likely to remember and choose brands that are unique and offer something different.

Neumeier suggests that a brand isn't just a logo or a tagline. Instead, he sees it as a gut feeling that consumers have about a product, service, or company. This means that every interaction a customer has with your business can shape their perception of your brand.

The Brand Gap explores the idea that creating a successful brand is a team effort. It's not just about the marketing department, but involves everyone from the CEO to the customer service reps. By working together, businesses can create a cohesive and powerful brand image.

Neumeier introduces five key disciplines in the book: Differentiate, Collaborate, Innovate, Validate, and Cultivate. These disciplines provide a roadmap for businesses to create and maintain a strong brand. They encourage businesses to constantly evolve and adapt to stay relevant in the market.

In The Brand Gap, creativity is highlighted as a crucial element in branding. Neumeier encourages businesses to take risks and think outside the box. This can help to create a brand that is memorable, exciting, and different from the competition.