Download The Brand Gap (Second Edition), by Marty Neumeier
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The Brand Gap (Second Edition), by Marty Neumeier
Download The Brand Gap (Second Edition), by Marty Neumeier
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- Sales Rank: #13009700 in Books
- Published on: 2005
- Binding: Paperback
Most helpful customer reviews
27 of 27 people found the following review helpful.
Junk food for thought.
By D. Garza
The book starts off with a bang and really grabbed my attention throughout the first half. After that the book fizzles out a bit and the information starts to lose some of its glimmer. The Brand Gap prides itself on being such a short title about a large subject. Well, I think the book could have been even shorter. It reads like a bloated blog post and interjects random visuals that are only sometimes helpful.
The Brand Gap is also quaintly outdated. At one point the author talks about how most websites are poorly designed and shows an example of something ala 1998. Well...A LOT has changed since this book was published (2006) and there are numerous examples of gorgeous, and useful websites on the market today. Granted, there's lots of bad design out there, but things have, and are, getting better.
A particularly embarrassing example is the author's use of Amazon's market share to elucidate his point about creating a focused brand. He gloats about Amazon losing 30% of it's market share after extending it's repertoire beyond books. Well guess what...the joke is on us now. Amazon magically broke the curse of expansion and their sales have risen 219% to $34.2 billion between 2006 and 2010. This NEEDS to be addressed in the book, otherwise the author's use Amazon's statistics is simply misinformation. It takes away a lot of the books credibility.
And speaking of credibility...For a book that stresses the importance of design and aesthetics, it needs to take a look in the mirror. The typesetting in the book is "horsey" and wouldn't even be acceptable in a first-semester graphic design course. Sure, I'm splitting hairs here, and most people wouldn't notice the typographic nuances, but a book that is half about design needs to take things like this seriously. It's ironic that the author claims that aesthetics build trust, however his own book leaves a lot of aesthetic loose ends.
The book is littered with many "a-ha" moments and interesting tidbits, but I don't feel like I have much more of an understanding of branding than I did before I read the book. It's a fun read, but nothing I would say anyone absolutely had to read.
1 of 1 people found the following review helpful.
The Circle
By Alexandra Marintzer
When I normally look at a book and decide whether or not to read it, I normally do an overview of the contents of the book. If I was not assigned to read this book, I don’t know if I would have made it past the overview of chapters just because there were so many words all jumbled into one page, makes the book seem a little too intimidating . To add to that, a book on branding seems like it would be heavy reading anyway and to see and outline of chapters like that would maybe scare me off. While reading the book I did appreciate the index to help with all of the scary business like all cap letters “CBOS”. The index was easy to and helpful throughout the reading. I LOVED all of the pictures in this book; this commit alone may make my review worthless to all of you literary geniuses, but to those of you who are nervous about the word ”branding”, the pictures make this book worth the read and help get its point across. The introduction to this book really sets the pace for the outline of this book, how kind of quirky it is set up and how easy it is to read. In the short 2 ½ page introduction, Neumeier make it clear where he wants to start from. He starts with a clean and fresh start of what a brand is not, it is not a logo, identity or product, then he explains what a brand is, it is a gut feeling. The conclusion to this book is wonderful, especially if you want to talk to someone else about this book, you can look at Neumeier’s “take-home lessons” and easily teach someone the basic concepts in this book. I love the idea of the virtuous circle, like so many things that work well; they work as a team and keep growing. He continues to stress the point that he made in the introduction that branding is about a gut feeling, that we must tie together logic and magic to create the circle that leads to differentiation to collaboration to innovation to validation to cultivation.
Differentiation asks certain questions for you to be able to have focus in you company, he stresses the importance of asking these three questions: 1) Who are you? 2) What do you do? 3) Why does it matter?
Collaboration means working together and knowing that you all need one another. He claims that the best way to collaborate in today’s market is to outsource to a one stop shop and to a brand agency, also to work with the brand internally with a marketing team. Using all three of these ways creates a healthy and multi-vantage point view of how to create the best product and company.
Innovation stresses that as a company that wants to be creative it is imperative to not go with the crowd and be creative while being logical. If you’re not scaring people with your ideas, you’re not being creative enough to be innovative.
Validation is important in our very social world, we need to make space to receive feedback and let our customers know they are being heard.
Cultivation is about showing that the brand is you, is the image that you are trying to make for your company match the behavior of your company?
I loved that this book was a short and easy read; I loved the pictures and the graphs to help make a point and add some humor sometimes. I would recommend this book for anyone who is ready to jump out and ride the virtuous circle.
1 of 1 people found the following review helpful.
Mind The Gap
By Lee Waldron
This is a solid read that will open the eyes to anyone that is interested in the marketing and branding initiatives. It speaks to offer clarity towards the many misconceptions we all have relating to this side of the consumer world. The reader is able to engage in a learning journey that is not overwhelming and one that offers great insight to the subject. The material consists of covering several points besides just clarifying the identity. These focus on bridging the gap of the brand. The author walks the reader through the process of differentiation, collaboration, innovation, validation, and cultivation. All strong pieces to providing a strong brand that will stand out to the consumer.
Neumier says that ‘a brand is a person’s gut feeling about a product, service, or company.’ And then goes into detail to explain how we make decisions.‘Today we base our choices more on symbolic attributes. What does the product look like? Where is it being sold? What kind of people buy it? Which “tribe” will I be joining if I buy it? What does the cost say about its desirability? What are other people saying about it? And finally, who makes it?’
These types of questions speak volumes to the importance of taking ones brand serious and focusing on creating separation from others in the process. We now live in a culture where the majority of the products we invest in our strongly identical to one another. That is because many manufactures copy one another in the basic models of design. What separates the products in the mind of the buyer is the unique distinct differences decided upon by the producer. It is the little signs of customization and effective brand identity marketing that separate the companies. How well do you know your story and how can you effectively get the buyer to believe in it.
Neumier premise is to communicate how to bridge the gap between the left-brain thinking strategists who are known to be more —analytical, logical, linear, concrete, numerical, verbal and the right-brain thinking team members who tend to be known as more —intuitive, emotional, spatial, visual, and physical.
This makes logical sense that there would lye a natural gap in a branding process. I agree that both sides of the brain are needed in order to create a product that will market to both buyers as well. The overall goal is to build trust between a brand and its customers. This process does not desire to be isolated to one audience but rather be broadcast to all types.
One question I had was, is it possible that some companies and organizations intentionally create a gap in their brand? That possibly their strategy is to only connect with one side of the brain of the buying audience?
At the end of the day Neumier does a great job of stimulating creating thinking related to his intended topic. The book is easy to read and simplifies the understanding. It helps you understand how to create a charismatic brand that differentiates itself from the rest of the field. I would recommend this book to anyone hoping to learn more about the fundamentals of marketing and how it is important to see the whole process.
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