The Brand Gap

“Finally, a book that cuts to the heart of what brand is all about – connecting the rational and the emotional, the theoretical and the practical, the logical and magical to create a sustainable competitive advantage.”
– Susan Rockrise, Worldwide Creative Director, Intel

I don’t usually put reviews in my reviews, but this one really hits it on the head. The Brand Gap is simple to read, but complex in its handling of brand topics. Neumeier playfully takes the reader through a graduate-level education in developing and managing your brand.

In the first section of his first chapter, handling the topic of differentiation, he explains how to bring a high-level marketing meeting to a halt. Demand unambiguous answers to the following questions:

• Who are you?
• What do you do?
• Why does it matter?

I hope you decide to pick this up. The Brand Gap is a wonderful primer for any organization that is concerned about improving their message to the market, and more importantly wants to be memorable in the minds of decision makers.

Questions or comments? Please contact Mark Frasco at mfrasco@teamCOACT.com.