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The Brand Gap

4.04  ·  Rating details ·  3,779 ratings  ·  201 reviews
All the secrets to creating a brand identity that resonates across every aspect of a business--including its Web site and overall strategy!

- With clients like Kodak, Sun, and Procter and Gamble, author Marty Neumeier is one of today's most well-known and respected authorities on the topic of branding.
- Quick, easy approach and a wealth of case studies give readers a cras
Paperback, Revised, Second Edition, 208 pages
Published August 1st 2005 by New Riders Publishing (first published January 24th 2003)
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Wojciech Pawlik Its rather short and filled with interesting ideas but for someone with experience in practice. Far from guide but some things can be used immadietly

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Feb 18, 2015 rated it really liked it
'To begin building your brand, ask yourself three questions: 1. Who are you; 2. What do you do? 3. Why does it matter? ... A brand is not what you say it is, it is what they say it is....When everyone zigs, zag.'

I spend a lot of time on branding issues in my job right now and was recommended this book by our creative agency. Lots of what I call 'open doors' but also some new insights, food for thought. Reads easily. The brand glossary in the back of the book is really good.
Jan 15, 2013 rated it did not like it
Maybe this book is more for "Social tweet blog 2.0 identity transformation consultants" than designers, but I started reading this on the subway this morning and quickly became worried that someone would a) recognize me, b) recognize the book, and then c) slap me across the face, hard.

Definitely read this if you like vague generalities and unwarranted assertions. One particular gem:

"Logos are dead! Long live icons and avatars! Why? Because logos as we known them--logo-types, monograms, abstract
Tassa DeSalada
Jun 06, 2019 rated it it was amazing
Clear. Concise. To the point. Must read.
Chad Warner
Nov 13, 2017 rated it liked it
A concise book of good branding advice. I was underwhelmed given this book's reputation. I would've benefited from further explanation and more examples.

The author's aim is to present a 30,000 foot view of brand: what it is (and isn't), why it works (and doesn't), and how to bridge the gap between logic (strategy) and magic (creative execution) to build a sustainable competitive advantage.

I liked the following advice:
• Build trust through meeting and exceeding expectations.
• Use courage and imag
Randa Mashnouk
Jan 11, 2021 rated it really liked it
"A lot of people talk about it. Yet very few people understand it. Even fewer know how to manage it. Still, everyone wants it. What is it? Branding, of course—arguably the most powerful business tool since the spreadsheet.

So what exactly is a brand?
A brand is a person’s gut feeling about a product, service, or company. It’s a GUT FEELING because we’re all emotional, intuitive beings, despite our best efforts to be rational. It’s a PERSON’S gut feeling, because in the end the brand is defined by
Richard Newton
I am reading quite a lot of business books at present, normally a sign that I'm getting ready to write something myself. At the moment the focus is on branding books. Now, one of the things about business books is that not only are most of them pretty dull (a sad thing for a writer of professional books to have to admit), but they look pretty dull too. Interestingly, this even extends to books on branding - and yet there is a intuitive feeling that a branding book ought to look good. I know bran ...more
Oct 12, 2019 rated it really liked it
Shelves: business, keepers, careers
Brand Gap was published in 2005, so the book is beginning to show its age. I had to laugh when he critiqued Amazon for trying to extend it's product offerings beyond just books. I realize that at the time, his criticism was accurate, but it's still funny given how things have panned out for the Everything Store. Despite being long in tooth, the book still has great advice for those thinking about branding and marketing.

My favorite part is the last section, where Neumeier summarizes the key poin
Akmal A.
Oct 04, 2020 rated it it was amazing
An easy read for the people who wanted to start / already has a brand they carried out. What's new to me is the insight from the professional like Neumeier who has vast experience in the branding world to summarize the current market what's brand is all about. For me this is a must read book for the creative or the backbone of one brand to make a brand that is important for the people / community they served. ...more
The Book Nazi
Jul 07, 2010 rated it really liked it

Brand’ is probably one of the most hyped words in marketing today. Everyone talks about ‘building your brand’ but what does that really mean?

In The Brand Gap, Marty Neumeier takes a clear shot at defining this often misunderstood marketing principle and nails his target. The result is an easy-to-read overview of what a brand is and how you can get one.

Neumeier starts by defining what a brand is not – it isn’t a logo. It isn’t your corporate identity system complete with fonts and colors. And it’
Sep 30, 2018 rated it really liked it
Another book that I have been keeping for a long time before graduation, yet only read after being in the workforce for 4 years. If only I could have approached the book way earlier, perhaps my career orientation would have been more firmly located. It's a very entertaining introductory guide for those who want to anchor branding. The flow is quite slow-paced but clearly offers step-by-step how to build a brand. ...more
Feb 09, 2021 rated it it was amazing
A must read for anyone in design, marketing, or branding. Will definitely help me start conversations with strategists who consider themselves "not creative." Creativity is essential in all we do. "It’s design not strategy that ignites passion in people. And the magic behind better design and better business is innovation." ...more
Jul 06, 2017 rated it really liked it
Shelves: non-fiction
"Differentiation has evolved from a focus on “what it is,” to “what it does,” to “how you’ll feel,” to “who you are.” While features, benefits, and price are still important to people, experiences and personal identity are even more important."

"Over time, specialists beat generalists. The winner is the brand that best fits a given space. The law of the jungle? Survival of the FITTINGEST."

"How do you know when an idea is innovative? When it scares the hell out of you."

"A living brand is a never-e
Jun 25, 2008 rated it it was amazing
Recommends it for: Business professionals, Students, Advertising professionals interested in branding
Recommended to Brittany by: Myself
Shelves: marketing, nonfiction
How I Came To Read This Book: In prep for my job at my current place of work, I felt like I should brush up more or the world of branding.

The Story: Neumeier's books are a combination of picture book, real-life examples, and strategy insight. The Brand Gap focuses on the five points that any brand could (and should) use to strengthen their brand. The five points are Differentiate, Collaborate, Innovate, Validate, and Cultivate...but you really have to read the book to get what those mean.

The Goo
Jan 19, 2008 rated it really liked it  ·  review of another edition
Recommends it for: people who want an easy and fun primer on branding
Awesome. You might need a magnifying glass to read some of the tiny print captions. But overall, a fun and quick intro to branding. I am all jazzed about branding now. It's not, for instance, just this esoteric big-company marketing buzzword. It's just your gut feeling about something. Which is only partly determined by a company's marketing efforts. It's determined by the sum of people's experience with the company, which marketing usually forms the first line of, but it's deeper than that. It' ...more
Robert Ssempande
Sep 14, 2018 rated it really liked it  ·  review of another edition
In this presentation, Marty Neumeier, a brand expert, defines what a brand is, explains why branding is important to a business' strategy, how there's a wide gap between brand and strategy in most companies, and how to bridge that gap (by mastering the five disciplines of brand-building) in order to create a charismatic brand (a product, service, or organization for which people see no substitute). He describes the five disciplines of brand-building as differentiating, collaborating, innovating, ...more
Yvonne Chow
Dec 21, 2018 rated it it was amazing
brand is...
an invisible layer of meaning surrounding a product, a person's gut feeling, defined by individuals, what THEY say it is, approximate yet distinct understanding, differences as they exist in people's minds, America, happens while we're doing something else, a tribe-creator, god of modern life, the (convenient) package (for a business idea), last and best chance to influence a prospect, can afford to be inconsistent like people but must keep its defining attributes, deeper than appeara
Aug 21, 2011 rated it it was ok
Read this quick book on the way back from our annual planning meeting, based on the enthusiastic recommendation of our lead graphic designer. Unfortunately I did not find it as compelling as he did--probably because I am one of those analytical words people, not a "creative." The most interesting thoughts gathered from the well-designed short story:
1. A brand is not a logo (wish I could shout that off the roof sometimes at work). Also, brand is not an identity guide.
2. "Creativity...requires an
Jul 30, 2017 rated it it was ok
"If others are zigging, you zag"
"You need to make sure your brand resonates in the real world. Do prototypes and swap testing"
"You want to stand out from competitors"
"Is your brand 'sticky'?"
"cultivate your brand"

-- from the book

This book should have been Idiot's Guide To Branding. If you are new to branding, meaning if you just graduated from picture books to reading chapter books, this would be a good starting book for branding for you. Perhaps in 2003 when it came out it was more groundbreak
Becki Iverson
Oct 17, 2017 rated it really liked it
I've been really working to up my marketing-specific knowledge, which is always a difficult task in the age of the internet. Things change so quickly, it's hard to keep up! Marty Neumeier has written a quick and easily digestible branding guide that is worth a glance for anyone. It doesn't require a large time investment but still has plenty to share on the subject. Think of this as Branding in the Internet Age 101. I plan to revisit this often to help keep my strategy aligned and my brand looki ...more
Mar 25, 2017 rated it it was amazing
I love books that layout a clear foundation and work through the concepts with succinct points and examples. Short and sweet Brand Gap is a great primer to think about how to think, build and evaluate the success of your brand. It is not an execution playbook but it helps you get started having all elements in one place.
Charles Rubinoff
Jan 18, 2018 rated it really liked it  ·  review of another edition
The biggest takeaway from this book is that a brand is not what the company says it is, it's what others say it is. But there are ways the company can influence that perception, and it's important for the logic/strategic side and the magic/creative sides to work together to do so in a way that builds trust and thus long-term value for the brand. ...more
Nov 08, 2018 rated it liked it
Shelves: 2018, nonfiction
A short read. Shows its age and didn't agree with everything, but there are some good timeless principles in there.

My favorite quotes:

"A brand is a person's gut feeling about a product, service, or company. It's not what YOU say it is, it's what THEY say it is."

"How do you know when an idea is innovative? When it scares the hell out of you."
Wojciech Pawlik
May 07, 2017 rated it liked it
liked it - bardziej rozbudowany artykuł niż książka. Ale ciekawe i praktyczne tezy w pigułce nigdy nie są złe.

liket it - more like an expanded article than a book. But interesting and praktical ideas in a nutshell are never bad.
Dan Nazaruk
Sep 05, 2017 rated it it was ok
Shelves: business
This books is a collection of vague marketing clichés dressed up with attractive design. The author makes a few good points ("a brand is not a logo"), but someone wanting an introduction to marketing would be better served reading Kotler or Kellogg on Marketing. ...more
Sep 13, 2017 rated it really liked it
This book really opened my mind and perspective of branding. To be honest i was one of those people who thought that a brand all depended on colors, typography, logos, and voice, but now I see what actually defines a brand. Great book with great visuals.
Cyrus Alderwood
Jan 08, 2018 rated it really liked it
I decided to pick up this book to learn about the power and psychology behind corporate and product branding. I learned a lot more than I bargained for. If you are new to the subject this is a great book to start with!
Adrian Bell
Jan 15, 2018 rated it it was amazing  ·  review of another edition
Extremely helpful!

As a graphic designer, I work very closely with branding. This book really out together the ideas of logic and innovation, and the necessary recipe of both that's needed to create, build, and maintain a strong brand.
Mark Askew
Aug 10, 2018 rated it it was amazing
I thought this was a great little read to better round out how you should think about and approach branding. I've even found myself quoting the book as I reinforce and execute on the knowledge I've learned. ...more
Jan 30, 2019 rated it really liked it
The Brand Gap makes good on its promise of being a quick and easy read. It’s short, snappy, and provides a good introduction to branding and brand-building. Some of the points should be taken with a grain of salt though.
Nourane Khaled
May 31, 2015 rated it really liked it
A simple, funny and smart guide, not just for marketing and branding. Those tips can be helpful in all your life aspects. I recommend it for anyone who is starting his career.
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