THE
THEBRAND
THEBRAND   GAP
THEBRANDBy Marty Neumier | Read by Lauren Innella                                            GAP
So, WHAT IS THE BRAND GAP?                   Unfortunately, the             left brain (analytical, logical, linear, concr...
The Brand Gap, 2006 By Marty Neumier | Read by Lauren Innella
A BRAND IS NOT WHAT YOU SAY IT IS.IT’S WHAT THEY SAY IT IS.                          The Brand Gap, 2006 By Marty Neumier ...
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 o...
A brand is a          person’s gut        feeling about a       product, serviceText       or organization.         By Mar...
By Marty Neumier | Read by Lauren Innella
By Marty Neumier | Read by Lauren Innella
Our brains filter outirrelevant information, letting in only what’s  different and useful.Tell me again why does my product...
Our brains filter out     By asking left-brainersirrelevant information,   and right brainers to letting in only what’s    ...
Our brains filter out     By asking left-brainers   It’s design, not strategyirrelevant information,   and right brainers t...
Our brains filter out     By asking left-brainers   It’s design, not strategy        The standardirrelevant information,   ...
Our brains filter out     By asking left-brainers   It’s design, not strategy        The standard          Demand unambiguo...
With each turn of the circle, brand valuespirals higher.                  By Marty Neumier | Read by Lauren Innella
THE END.“ Every advertisement should be thought of as a contributionto the complex symbol which is the brand image. ”     ...
The Brand Gap Review
The Brand Gap Review
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The Brand Gap Review

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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.

Published in: Design, Business, Technology
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  • The Brand Gap Review

    1. 1. THE
    2. 2. THEBRAND
    3. 3. THEBRAND GAP
    4. 4. THEBRANDBy Marty Neumier | Read by Lauren Innella GAP
    5. 5. 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, way back at the planning stage.
    6. 6. The Brand Gap, 2006 By Marty Neumier | Read by Lauren Innella
    7. 7. A BRAND IS NOT WHAT YOU SAY IT IS.IT’S WHAT THEY SAY IT IS. The Brand Gap, 2006 By Marty Neumier | Read by Lauren Innella
    8. 8. 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. The Brand Gap, 2006 By Marty Neumier | Read by Lauren Innella
    9. 9. A brand is a person’s gut feeling about a product, serviceText or organization. By Marty Neumier | Read by Lauren Innella
    10. 10. By Marty Neumier | Read by Lauren Innella
    11. 11. By Marty Neumier | Read by Lauren Innella
    12. 12. Our brains filter outirrelevant information, letting in only what’s different and useful.Tell me again why does my product matter? By Marty Neumier | Read by Lauren Innella
    13. 13. Our brains filter out By asking left-brainersirrelevant information, and right brainers to letting in only what’s work as a team, you different and useful. bridge the gapTell me again why between logic and does my product magic. matter? By Marty Neumier | Read by Lauren Innella
    14. 14. Our brains filter out By asking left-brainers It’s design, not strategyirrelevant information, and right brainers to that ignites passion in letting in only what’s work as a team, you people. And the magic different and useful. bridge the gap behind better designTell me again why between logic and and better business is does my product magic. innovation. matter? By Marty Neumier | Read by Lauren Innella
    15. 15. Our brains filter out By asking left-brainers It’s design, not strategy The standardirrelevant information, and right brainers to that ignites passion in communication model letting in only what’s work as a team, you people. And the magic is antique. Transform different and useful. bridge the gap behind better design your brandTell me again why between logic and and better business is communication from a does my product magic. innovation. monologue to a matter? dialogue by getting feedback. By Marty Neumier | Read by Lauren Innella
    16. 16. Our brains filter out By asking left-brainers It’s design, not strategy The standard Demand unambiguousirrelevant information, and right brainers to that ignites passion in communication model answers to these 3 letting in only what’s work as a team, you people. And the magic is antique. Transform questions: different and useful. bridge the gap behind better design your brand Who are you?Tell me again why between logic and and better business is communication from a What do you do? does my product magic. innovation. monologue to a Why does it matter? matter? dialogue by getting feedback. By Marty Neumier | Read by Lauren Innella
    17. 17. With each turn of the circle, brand valuespirals higher. By Marty Neumier | Read by Lauren Innella
    18. 18. THE END.“ Every advertisement should be thought of as a contributionto the complex symbol which is the brand image. ” - David Ogilvy By Marty Neumier | Read by Lauren Innella

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