The Brand Gap: How to Bridge the Distance Between Business Strategy and Design by Marty Neumeier
“Take-Home Lessons” include a definition of Brand as “…. 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.”
Where is your business on this journey?
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