 How to Become a "Brand Gap Guru" |
| Review Date: August 21, 2005 |
| Reviewer: Robert Morris, Dallas, Texas |
This is an expanded edition of a book first published in 2003. In it, Neumeier develops in greater depth several basic ideas about how to bridge a gap between business strategy and design. My own experience suggests that on occasion, there may be a conflict or misalignment rather than a "gap." Or the business strategy is inappropriate. Or the design concepts are wrong-headed. Or the execution fails. Whatever, Neumeier correctly notes that "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." What Neumeier offers is a "30,000-foot view of brand: what it is (and isn't), why it works (and doesn't), and most importantly, how to bridge the gap between logic and magic to build a sustainable competitive advantage." Of course, that assumes that both logic and magic are present and combined...or at least within close proximity of each other.
As others have already indicated, Neumeier provides a primer ("the least amount of information necessary") rather than a textbook. His coverage is not definitive, nor intended to be. He has a crisp writing style, complemented by "the shorthand of the conference room" (i.e. illustrations, diagrams, and summaries). Some describe his book an "easy read" but I do not. When reading short and snappy books such as this one, I have learned that certain insights resemble depth charges or time capsules: they have a delayed but eventually significant impact. For example, Neumeier explains why "Three Little Questions" can bring a high-level marketing meeting to a screeching halt:
1. Who are you?
2. What do you do?
3. Why does it matter?
I also want to express my admiration of the book's design features. They create an appropriate visual context within which Neumeier examines each of five "Disciplines": differentiation, collaboration, innovation, validation, and cultivation. Expect no head-snapping revelations. For many of those who read this book, its greatest value will will be derived from reiteration of certain core concepts which Neumeier reviews with uncommon clarity and concision. Check out the "Take-Home Lessons" (pages 149-157) which include
"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."
"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."
"How do you know when an idea is innovative? When it scares the hell out of you."
Readers having relatively less experience with the branding process will especially appreciate the provision of an expanded (220-word) "Brand Glossary." Neumeier also includes a "Recommended Reading" section in which he briefly comments on each source. When reading business books, I much prefer annotated bibliographies such as Neumeier's to mere lists. For whatever reasons, many provide neither. |
Branding for the rest of us
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| Review Date: January 24, 2006 |
| Reviewer: Thomas Ahern, Foster, RI USA |
| I am not a CEO, owner, entrepreneur, SVP of marketing, nor do I work in a company struggling to turn a fourth-tier brand into a world beater. Those are the native audiences for this wonderful, finish-it-in-a-plane-ride book. I'm a writer and consultant trying to explain branding to fundraisers, and what I intensely like about Marty Neumeier's brief "whiteboard overview" (his phrase) of branding is that it answers ALL my questions about branding and brand strategy quickly, simply, with nicely selected examples. It starts with what branding is NOT (not your logo, not your visual ID, not your products). Then it defines what it truly is, "A brand is a person's gut feeling about a product, service, or company." That's in the first couple of pages. But of course there's so much more. I love a good, insight-rich how-to book the way others love a good mystery. The Brand Gap is among the best. |
Marty Neumeir's The Brand Gap - Should Be Required Reading
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| Review Date: October 1, 2005 |
| Reviewer: Robert Pruitt, Fort Worth Texas |
I met Marty more than 20 years ago in Santa Barbara before he moved to San Francisco to make history helping Apple Computer and most other big internet names you know develop their brands. I was very young and had a one truck carpet cleaning company. I was lucky enough to persuade Marty and his team to take me on as a client. The best money I ever spent. He made my little company look and feel bigger than the giant franchise companies.
I am ordering my second addition copy of The Brand gap because I wore out my original copy. I wore it out re-reading it and showing it to business owner friends. We now own the largest horse industry advertising directory on the internet and this book is keeping us on track as we protect and expand our company brand.
Yes this is a book that can be read through on a flight from Los Angeles to Dallas. But you will re-read it when you have more time because there is so much more there than can be learned in a one time read. Then you will ask your employees to read it because a brand is not a logo, it's an idea that belongs to your customers. The presentation of the information is brilliant and gives insight into the mind of man that is the definition of cutting edge advertising design.
Robert Pruitt InfoHorse.com |
EXCELENT TOOL FOR A BRAND MANAGER
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| Review Date: October 22, 2009 |
| Reviewer: Gustavo Valencia, |
It's a book that because of the way it's written allows the reader to have fun and learn quickly about little things that will either help you grow or avoid a huge problem on branding or future brands. Very easy to read.
You'll finish the book before you get bored.
Anyone trying to look for a Marketing Crash Course on branding should read this book. |
Great, Quick Read
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| Review Date: April 1, 2010 |
| Reviewer: J. Miller, LA, CA USA |
Neumeier cuts to the chase on page 15 and gives us his thesis: good branding takes both strategy and creativity, logic and magic. Spinning a biblical maxim, he tells us that the left brain must know what the right brain is doing, and vice versa. Charismatic brands are competitive, true to their identity, and aesthetically appealing. The result is a page-turner of business leadership and marketing.
There are five disciplines of branding. Differentiate, make your product stand apart from others, and don't extend beyond your specific focus without reason. Collaborate, and build networks of specialists. Innovate, and design packaging, brands, and avatars that stretch beyond the familiar to the point of scaring insiders. Validate, and test the product with prototypes with customers in dialogue. And cultivate, sharing a value system across a wide network while maintaining a centralized management of branding. Once a company has done these five things, everyone should be able to answer three questions: Who are you? What do you do? Why does it matter?
Pages 149-157 contain bullet point summaries that really give you all the good ideas of the book, minus the interesting anecdotes and case studies. |
Excellent Read
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| Review Date: May 21, 2010 |
| Reviewer: B. K. Shepard, St. Louis, MO |
| Wow. This is one of the most inspiring and informative books I have ever read. The wisdom and focus I acquired from this book has been monumental. I thought that I knew about branding. Turns out, I had a lot to learn. The rich information is this book has helped me refocus my business and I am already seeing great results. |
The modern view of branding
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| Review Date: September 15, 2007 |
| Reviewer: Carlos E. Ossio, Arcadia, California, United States |
| if you want a quick and entertaining way of understanding what is a brand in the modern sense of the word, get this book. Even if you know already what "brand" and "branding" mean, this book will reset your brain into rethinking your business and where you are going with it. It is a must read for anyone involved in selling stuff or services out of an established franchise or license. |
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