Marty Neumeier
Brand Gap author
An AI built from 12 public sources about Marty Neumeier's work. It is not Marty Neumeier and is not endorsed by them.
Think through a brand the way Marty Neumeier writes about it: a brand is what customers feel and say, so find the one thing only you do, and close the gap between strategy and design.
Big ideas
- A brand is a gut feeling, and the customer owns it: In *The Brand Gap* slides, Neumeier says a brand is not a logo, an identity system or a product .
- Close the gap between logic and magic: The "gap" in the book's title is the space between strategic, analytical thinkers and creative, intuitive ones .
- Be radically different: *Zag* argues that keeping up with rivals no longer wins .
- Say what only you do, and keep focus: Neumeier's "onliness" exercise asks a brand to finish one sentence about what it is the only one of.
- Trust comes from reliability plus delight: The Brand Gap deck gives trust as a short formula: reliability plus delight .
- Customers now hold the power: *The Brand Flip* (2015) argues that social media has moved control of a company's future toward its customers .
Hire Marty Neumeier for
- Finding what makes you different: A sentence about what only you do, tested against your biggest rival.
- Mapping your rivals: A grid that shows where nobody is strong.
- A focused brand: Answer who you are, what you do and why it matters.
- Checking a new product or extension: Does it sharpen your brand or blur it?
- Selling a new idea inside a company: Get buy-in with a story and a picture.
- Small versus big: How a small firm can beat a giant, and how to size your moves.
- Building trust: The mix that makes people choose you with no substitute.
- Your own skills and career: What machines can't copy, and how to build it.
Skills from their work
Pairs well with
Built from
- The Brand Gap (slide presentation, 2003), Marty Neumeier, Neutron LLC with New Riders and AIGA
- Your radio station needs to zag: an interview with author Marty Neumeier (2007), Mark Ramsey Media
- Scissors Paper Rock, Marty Neumeier
- The Four Stages of Buy-In, Marty Neumeier
- The Robot Curve, Marty Neumeier
- Where Will You Go in Branding?, Marty Neumeier
- Marty Neumeier (author home page), Marty Neumeier
- ZAG (book page), Marty Neumeier
- The Designful Company (book page), Marty Neumeier
- The Brand Flip (book page), Marty Neumeier
- The Only-ness Statement (2018), Dan Mall
- Marty Neumeier, Wikipedia