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The Brand Gap QUOTES

The Brand Gap QUOTES

1 " الفِكرة الجيدة تكونُ كذلكَ عندما تُخيفُ الجميع وتُرعبهُم بشدة، الجميعُ بِما فيهم أنتْ! "

― Marty Neumeier , The Brand Gap

2 " 1) Who are you? 2) What do you do? 3) Why does it matter? "

― Marty Neumeier , The Brand Gap

3 " Even back in the command-and-control days of the production line, Henry Ford’s decision to manufacture automobiles was driven by intuition rather than market research. “If we had asked the public what they wanted,” he explained, “they would have said ‘faster horses. "

― Marty Neumeier , The Brand Gap

4 " A brand is not a logo. A brand is not a corporate identity system. It’s a person’s gut feeling about a product, service, or company. Because it depends on others for its existence, it must become a guarantee of trustworthy behavior. Good branding makes business integral to society and creates opportunity for everyone, from the chief executive to the most distant customer. "

― Marty Neumeier , The Brand Gap

5 " A charismatic brand includes a dedication to aesthetics. Why? Because it’s the language of feeling, and in a society that’s information-rich and time-poor, people value feeling more than information. "

― Marty Neumeier , The Brand Gap

6 " flip side: its growing vulnerability. A failed launch, a "

― Marty Neumeier , The Brand Gap

7 " If we wipe away some of the misconceptions about brand, we can make more room for its truths. Ready? "

― Marty Neumeier , The Brand Gap

8 " The ability to subtract features is the rare gift of the true communicator. "

― Marty Neumeier , The Brand Gap

9 " DISTINCTIVENESS is the quality that causes a brand expression to stand out from competing messages. If it doesn’t stand out, the game is over. Distinctiveness often requires boldness, innovation, surprise, and clarity, not to mention courage on the part of the company. Is it clear enough and unique enough to pass the swap test? RELEVANCE asks whether a brand expression is appropriate for its goals. Does it pass the hand test? Does it grow naturally from the DNA of the brand? These are good questions, because it’s possible to be attention-getting without being relevant, like a girly calendar issued by an auto parts company. MEMORABILITY is the quality that allows people to recall the brand or brand expression when they need to. Testing for memorability is difficult, because memory proves itself over time. But testing can often reveal the presence of its drivers, such as emotion, surprise, distinctiveness, and relevance. EXTENDIBILITY measures how well a given brand expression will work across media, across cultural boundaries, and across message types. In other words, does it have legs? Can it be extended into a series if necessary? It’s surprisingly easy to create a one-off, single-use piece of communication that paints you into a corner. DEPTH is the ability to communicate with audiences on a number of levels. People, even those in the same brand tribe, connect to ideas in different ways. Some are drawn to information, others to style, and still others to emotion. There are many levels of depth, and skilled communicators are able to create connections at most of them. "

― Marty Neumeier , The Brand Gap

10 " When the external actions of a company align with its internal culture, the brand resonates with authenticity. "

― Marty Neumeier , The Brand Gap