The Brand Gap

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  • The Brand Gap

    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 The standard By asking left-brainers It’s design, not strategyirrelevant information, communication model and right brainers to that ignites passion in letting in only what’s is antique. Transform work as a team, you people. And the magic different and useful. your brand bridge the gap behind better designTell me again why communication from a between logic and and better business is does my product monologue to a magic. innovation. matter? dialogue by getting feedback. By Marty Neumier | Read by Lauren Innella
    16. 16. Our brains filter out The standard The standard By asking left-brainers It’s design, not strategyirrelevant information, communication model communication model is and right brainers to that ignites passion in letting in only what’s is antique. Transform antique. Transform your work as a team, you people. And the magic different and useful. your brand brand communication bridge the gap behind better designTell me again why communication from a from a monologue to a between logic and and better business is does my product monologue to a dialogue by getting magic. innovation. matter? dialogue by getting feedback. 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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