Lately I’ve been reading a lot of books on marketing and communications—mostly to impress my bosses, but also to get some inspiration and refine my understanding of the incredibly varied elements involved in this business.
The standout so far is Marty Neumeier’s The Brand Gap: How to Bridge the Distance Between Business Strategy and Design.  
People throw the words “brand” or “branding” around pretty casually these days, but I suspect a good few don’t understand what “brand” really means—I know I didn’t until I was preparing to work here. 
Neumeier immediately gets to the heart of it—what a brand isn’t. It’s not a logo, an identity, or the product itself.  A brand is: “a person’s gut feeling about a product, service, or organization.”  Why? Because it’s not companies and markets that define brands, it’s individuals. In Neumeier tagline language: 
It’s not what you say it is. It’s what they say it is. 
If you’re at all interested in clarifying your perception of branding and how it’s done effectively, read The Brand Gap.  It’s a slim book with lots of blank space and neat diagrams—an easy read that demystifies the seemingly indefinable mystery of branding. 

Be the first to comment

Most Read Articles

Strong Brands Raise Brand Advocates

Brand advocates are highly satisfied customers. They talk well of you and your brand, product or… Read more

Aspirational vs. Actual Brand Articulation

When I was young I remember always being asked “what do you want to be when… Read more

Strong brands demand higher prices

I am a fly fisherman. I’ve put in my 10,000 hours of reading, learning, practicing and… Read more