2. THE

3. THE
BRAND

4. THE
BRAND GAP

5. THE
BRAND
By Marty Neumier | Read by Lauren Innella
GAP

7. So, WHAT IS THE BRAND GAP?
Unfortunately, the
left brain (analytical, logical, linear, concrete)
doesn’t always know what the
right brain (intuitive, emotional, spatial, visual)
is doing.
Whenever there’s a rift between strategy and
creativity - between logic and magic -
there’s a brand gap.
It can cause a brilliant strategy to fail where it counts most, at the point of contact
with the customer, or, it can doom a bold creative initiative before it’s even
launched, way back at the planning stage.

8. The Brand Gap, 2006 By Marty Neumier | Read by Lauren Innella

9. A BRAND IS NOT WHAT YOU SAY IT IS.
IT’S WHAT THEY SAY IT IS.
The Brand Gap, 2006 By Marty Neumier | Read by Lauren Innella

10. A BRAND IS NOT WHAT YOU SAY IT IS.
IT’S WHAT THEY SAY IT IS.
• A brand is a person’s gut feeling about a product, service or company.
• The foundation of a brand is trust.
• Branding is the process of connecting good strategy with good creative.
• A charismatic brand is any product, service or company for which people believe
there’s no substitute.
• People base their buying decisions more on symbolic cues (design) than features,
benefits and price. Make sure your symbols are compelling.
The Brand Gap, 2006 By Marty Neumier | Read by Lauren Innella

11. A brand is a
person’s gut
feeling about a
product, service
Text
or organization.
By Marty Neumier | Read by Lauren Innella

12. By Marty Neumier | Read by Lauren Innella

13. By Marty Neumier | Read by Lauren Innella

14. Our brains filter out
irrelevant information,
letting in only what’s
different and useful.
Tell me again why
does my product
matter?
By Marty Neumier | Read by Lauren Innella

15. Our brains filter out
By asking left-brainers
irrelevant information,
and right brainers to
letting in only what’s
work as a team, you
different and useful.
bridge the gap
Tell me again why
between logic and
does my product
magic.
matter?
By Marty Neumier | Read by Lauren Innella

16. Our brains filter out
By asking left-brainers It’s design, not strategy
irrelevant information,
and right brainers to that ignites passion in
letting in only what’s
work as a team, you people. And the magic
different and useful.
bridge the gap behind better design
Tell me again why
between logic and and better business is
does my product
magic. innovation.
matter?
By Marty Neumier | Read by Lauren Innella

17. Our brains filter out The standard
By asking left-brainers It’s design, not strategy
irrelevant information, communication model
and right brainers to that ignites passion in
letting in only what’s is antique. Transform
work as a team, you people. And the magic
different and useful. your brand
bridge the gap behind better design
Tell me again why communication from a
between logic and and better business is
does my product monologue to a
magic. innovation.
matter? dialogue by getting
feedback.
By Marty Neumier | Read by Lauren Innella

18. Our brains filter out The standard The standard
By asking left-brainers It’s design, not strategy
irrelevant information, communication model communication model is
and right brainers to that ignites passion in
letting in only what’s is antique. Transform antique. Transform your
work as a team, you people. And the magic
different and useful. your brand brand communication
bridge the gap behind better design
Tell me again why communication from a from a monologue to a
between logic and and better business is
does my product monologue to a dialogue by getting
magic. innovation.
matter? dialogue by getting feedback.
feedback.
By Marty Neumier | Read by Lauren Innella

19. With each turn
of the circle,
brand value
spirals higher.
By Marty Neumier | Read by Lauren Innella

20. THE END.
“ Every advertisement should be thought of as a contribution
to the complex symbol which is the brand image. ”
- David Ogilvy
By Marty Neumier | Read by Lauren Innella