The Brand Gap PDF
Preview The Brand Gap
HOW TO BRIDGE THE DISTANCE BETWEEN BUSINESS STRATEGY AND DESIGN A VISUAL PRESENTATION BY MARTY NEUMEIER NEUTRONLLC.COM Copyright © 2003 Neutron LLC. For educational use only. No part of this presentation may be published, sold, or otherwise used for profit without the written permission of the author. Produced by NEUTRON LLC in partnership with NEW RIDERS PUBLISHING and THE AMERICAN INSTITUTE OF GRAPHIC ARTS A modern definition of brand The five disciplines of brand-building WHAT YOU’LL LEARN: 2 1 NEUTRONLLC.COM NEUTRONLLC.COM READY? NEUTRONLLC.COM LET’S START BY DISPELLING SOME MYTHS. NEUTRONLLC.COM FIRST A brand is not a logo. NEUTRONLLC.COM NEUTRONLLC.COM SECOND A brand is not an identity. NEUTRONLLC.COM X NEUTRONLLC.COM FINALLY A brand is not a product. NEUTRONLLC.COM NEUTRONLLC.COM So what exactly is a brand? NEUTRONLLC.COM A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION. NEUTRONLLC.COM NEUTRONLLC.COM NEUTRONLLC.COM
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