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Title HOW TO BRIDGE THE DISTANCE BETWEEN BUSINESS STRATEGY AND DESIGN
A VISUAL PRESENTATION BY MARTY NEUMEIER NEUTRONLLC.COM
Produced by NEUTRON LLC in partnership with NEW RIDERS PUBLISHING and THE AMERICAN INSTITUTE OF GRAPHIC ARTS Copyright 2003 Neutron LLC. For educational use only. No part of this presentation may be published, sold, or otherwise used for profit without the written permission of the author.
WHAT YOU LL LEARN: 1 A modern definition of brand 2 The five disciplines of brand-building NEUTRONLLC.COM
READY? NEUTRONLLC.COM
LET S START BY DISPELLING SOME MYTHS. NEUTRONLLC.COM
FIRST A brand is not a logo. NEUTRONLLC.COM
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SECOND A brand is not an identity. NEUTRONLLC.COM
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FINALLY A brand is not a product. NEUTRONLLC.COM
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what exactly So is a brand? NEUTRONLLC.COM
A BRAND IS A PERSON S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION. NEUTRONLLC.COM
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In other words NEUTRONLLC.COM
IT S NOT WHAT YOU SAY IT IS. NEUTRONLLC.COM
IT S WHAT THEY SAY IT IS. NEUTRONLLC.COM
WHY IS BRANDING SO HOT? 1 People have too many choices and too little time 2 Most offerings have similar quality and features 3 We tend to base our buying choices on trust NEUTRONLLC.COM
THERE ARE 1,349 CAMERAS ON THE MARKET. HOW DO YOU DECIDE WHICH ONE TO BUY? NEUTRONLLC.COM
TRUST NEUTRONLLC.COM
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$ Does a brand have a dollar value? NEUTRONLLC.COM
AND HOW. NEUTRONLLC.COM
5 ways to measure brand value: 1 PRICE PREMIUM 2 CUSTOMER PREFERENCE 3 REPLACEMENT COST 4 STOCK PRICE 5 FUTURE EARNINGS NEUTRONLLC.COM
THIS SELECTION FROM INTERBRAND S TOP 100 LIST SHOWS WHY BRANDS ARE WORTH PROTECTING: 2001 % CHANGE BRAND VALUE BRAND BRAND VALUE BRAND VS. AS % OF NAME ($MM) PREVIOUS YEAR MARKET CAP COCA-COLA 68,945 -5% 61% MICROSOFT 65,068 -7% 17% IBM 52,752 -1% 27% FORD 30,092 -17% 66% MERCEDES 21,728 +3% 48% HONDA 14,638 -4% 33% BMW 13,858 +7% 62% KODAK 10,801 -9% 82% GAP 8,746 -6% 35% NIKE 7,589 -5% 66% PEPSI 6,214 -6% 9% XEROX 6,019 -38% 93% APPLE 5,464 -17% 66% STARBUCKS 1,757 +32% 21% NEUTRONLLC.COM
COKE S MARKET CAP, INCLUDING BRAND VALUE: $120 BILLION WITHOUT THE BRAND, COKE S GLASS WOULD BE HALF EMPTY. COKE S MARKET CAP, NOT INCLUDING BRAND VALUE: $50 BILLION NEUTRONLLC.COM
The main purpose of branding is to get more people to buy more stuff for more years at a higher price. NEUTRONLLC.COM
B S= BANG SUCCESS bBUCK NEUTRONLLC.COM
Brand Business NEUTRONLLC.COM
PREDICTION BRAND WILL BECOME THE MOST POWERFUL STRATEGIC TOOL SINCE THE SPREADSHEET. NEUTRONLLC.COM
PROBLEM In most companies, STRATEGY is separated from CREATIVITY by a wide gap. NEUTRONLLC.COM
STRATEGIC THINKERS CREATIVE THINKERS Analytical Intuitive Logical Emotional Linear Spatial Numerical Visual Verbal Physical NEUTRONLLC.COM
DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING? NEUTRONLLC.COM
When both sides work together, you can build a charismatic brand. NEUTRONLLC.COM
A CHARISMATIC BRAND is any product,service, or organization for whichpeople believe there s no substitute. NEUTRONLLC.COM
QUIZ: NEUTRONLLC.COM Which of these brands are charismatic? AMAZON HITACHI OXO GOODGRIPS APPLE HOME DEPOT PEPSI-COLA BURGER KING IKEA PRELL COLDWATER CREEK KMART RCA DASANI KRISPY KREME REEBOK DISNEY LEVI S RUBBERMAID DK BOOKS LONGS DRUGS SAFEWAY EVEREADY MACY S SAMSUNG FORD MINI COOPER SEARS GENERAL ELECTRIC NEWSWEEK SOUTHWEST AIRLINES GOOGLE NISSAN UNITED ARTISTS HANES NORDSTROM VIRGIN
QUIZ: NEUTRONLLC.COM Which of these brands are charismatic? AMAZON HITACHI OXO GOODGRIPS APPLE HOME DEPOT PEPSI-COLA BURGER KING IKEA PRELL COLDWATER CREEK KMART RCA DASANI KRISPY KREME REEBOK DISNEY LEVI S RUBBERMAID DK BOOKS LONGS DRUGS SAFEWAY EVEREADY MACY S SAMSUNG FORD MINI COOPER SEARS GENERAL ELECTRIC NEWSWEEK SOUTHWEST AIRLINES GOOGLE NISSAN UNITED ARTISTS HANES NORDSTROM VIRGIN
Any brand can be charismatic. NEUTRONLLC.COM
NEUTRONLLC.COM EVEN YOURS.
But first, you have to master the FIVE DISCIPLINES OF BRAND-BUILDING. NEUTRONLLC.COM
DISCIPLINE 1: DIFFERENTIATE NEUTRONLLC.COM
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WE RE HARDWIRED TO NOTICE ONLY WHAT S DIFFERENT. NEUTRONLLC.COM
SOLUTION: BE DIFFERENT. NEUTRONLLC.COM
FEATURES BENEFITS EXPERIENCE IDENTIFICATION What it is What it does What you feel Who you are 1900 1925 1950 2000 Marketing today is about creating tribes. NEUTRONLLC.COM
People join different tribes for different activities. DRIVING VOLKSWAGEN READING AMAZON COMPUTING DELL SPORTS NIKE COOKING WILLIAMS-SONOMA BANKING CITIBANK TRAVEL ORBITZ NEUTRONLLC.COM
ON SUNDAYS THEY WORSHIP HARLEY, GOD OF THE OPEN ROAD. NEUTRONLLC.COM
NEUTRONLLC.COM The three most important words in differentiating your brand:
1 FOCUS NEUTRONLLC.COM
2 FOCUS NEUTRONLLC.COM
3 FOCUS NEUTRONLLC.COM
IS THIS HOW YOUR CUSTOMERS SEE YOU? NEUTRONLLC.COM
THE FOCUS TEST: 1 Who are you? 2 What do you do? 3 Why does it matter? NEUTRONLLC.COM
Unless you have compelling answers to these questions, you need more focus. NEUTRONLLC.COM
NEUTRONLLC.COM The most common reason for loss of focusis ILL-CONSIDERED BRAND EXTENSIONS.
EXAMPLE: FOCUSED PORSCHE = SPORTS CARS UNFOCUSED PORSCHE = SPORTS CARS + SUVS NEUTRONLLC.COM
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EXAMPLE: NEUTRONLLC.COM THE GOOD GRIPS BRAND HAS GROWN STRONGER WITH EVERY BRAND EXTENSION.
DISCIPLINE 2: COLLABORATE NEUTRONLLC.COM
LIKE BUILDING A CATHEDRAL, BUILDING A BRAND IS A COLLABORATIVE PROJECT. NEUTRONLLC.COM
NEUTRONLLC.COM It takes a villageto build a brand.
THERE ARE THREE BASIC MODELS FOR ORGANIZING BRAND COLLABORATION: NEUTRONLLC.COM
The ONE-STOP SHOP NEUTRONLLC.COM C R E A T I V E contains the resources S E R V I C E S A D V E R T I S I N G to develop and D I R E C T R E S P O N S E R E S E A R C H steward the brand. P O P D I S P L A Y S E X H I B I T S P U B L I C I D E N T I T Y R E L A T I O N S S U P P L I E R S P R O D U C T E V E N T S D E S I G N P R O M O T I O N S P U B L I C A T I O N S B R A N D ST R AT E G Y W E B D E S I G N N A M I N G P A C K A G I N G A N N U A L R E P O R T S C O M P A N Y
ONE-STOP SHOP SCORECARD Easy to manage Little choice of teams Promise of consistency Little ownership of brand NEUTRONLLC.COM
The BRAND AGENCY NEUTRONLLC.COM P O P D I S P L A Y S hires best-of-breed C R E A T I V E S E R V I C E S I D E N T I T Y firms to help develop R E S E A R C H D I R E C T R E S P O N S E A D V E R T I S I N G and steward the brand. A N N U A L R E P O R T S S U P P L I E R S E V E N T S B R A N D A G E N C Y P R O M O T I O N S N A M I N G B R A N D S T R A T E G Y P A C K A G I N G P U B L I C A T I O N S P R O D U C T W E B D E S I G N D E S I G N P U B L I C R E L A T I O N S E X H I B I T S C O M P A N Y
BRAND AGENCY SCORECARD Choice of teams Little ownership of brand Promise of consistency NEUTRONLLC.COM
The INTEGRATED MARKETING TEAMis managed internally with opencollaboration among C R E AT I V E A D V E R T I S I N G S E R V I C E S best-of-breed specialists. R E S E A R C H D I R E C T R E S P O N S E A N N U A L I D E N T I T Y R E P O R T S E V E N T S P O P D I S P L A Y S E X H I B I T S C O M P A N Y S U P P L I E R S P U B L I C R E L A T I O N S P R O M O T I O N S W E B D E S I G N P A C K A G I N G B R A N D P U B L I C AT I O N S S T R A T E G Y P R O D U C T N A M I N G D E S I G N NEUTRONLLC.COM
INTEGRATED MARKETING TEAM SCORECARD Choice of teams Difficult to manage Promise of consistency Ownership of brand NEUTRONLLC.COM
IN REALITY, COLLABORATIVE NETWORKS AREN T THAT SIMPLE. NEUTRONLLC.COM
and that s OK. NEUTRONLLC.COM
Collaborative networks are not new. NEUTRONLLC.COM
A successful model has existed for years. NEUTRONLLC.COM
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Like building a cathedral,making a movie takeshundreds of collaborators. NEUTRONLLC.COM
JOEL DARTMOUTH Smoocher Boy KELLY MARIN Agent Sims TREVOR CARMICHAEL Agent Townsend JOHN T. LANDON Agent Kruzic SHARON BONDLY Dijon PAUL DERAIN Jean-Michel JACQUES SOUVERAIN Keynes MICHAEL BRAND Corelli STEVEN GOLDSTEIN Johnston TRENT LOCKART Billie JACKSON BARNES Guards JOSEPH AKIO TERENCE BRADLEYMO DERENIROBERT UNDERHILLKEN SILVER Librarian HILARY PROPRIATO Field Officer MICHAEL O. KELL Bus Driver HECTOR ABONDAS Night Guard NORMAN BRIER Meter Maid STACY BRECKSTEIN First Detective JOE KALEY Second Detective BRIAN BELSEN Beat Cop ABRAHAM LENDER Parking Cop T. T. MCBRIDE Helicopter Pilot VAN DERICKE First Old Man JOHN R. CARLSON Second Old Man VICTOR AMOS Tax Collector SEAN O’ KENNA Stunt Coordinator JEFFREY ROCKEN Assistant Stunt Coordinator DARREL TOM Stunt Doubles Carlos GEOFF WRIGHTMARK CONTADINA Mariana SUE SKENNIAN Ajax CHARLIE MARQUETTE Sgt. Santos VICTOR BANERAS Carter F. C. CAMERON Smoocher Boy TELLIE PANOPOULIS Agent Sims MARTIN AIRES Agent Townsend STEFAN C. KAISER Dijon BILL MOORE Stunts STEVE ADRIAN BENJAMIN BARKELEY TONY BEAUJOLAIS BOB CARTER GORDON COLERIDGE IVAN DEVERSON MICKEY DISANTIS JILLIAN DRUCKER JOE EVANS MIKE FLANAGAN BILL GEORGE JULIA HARRISON GEOFF IPSWICH MICHAEL KANTER KENNETH KITTRIDGE BARRIE LAWRENCE TERRY LEVINSON TED MARSTEN JACKIE MACDOUGAL GREG NEVILSON BOB OSBORNE JAMES PETRICKE PETE POLSON RAY TELSON MARY STAUFFACHER FREDDIE STEEN CAB UPTON CORNELIA THERRIEN JEREMY TRICKETT PETER YOUNG RAUL VALERIA RONALD DEAVER-WEBB ROBERT G. RUNYAN Hong Kong Kung Fu Team NEUTRONLLC.COM YUAN Tiger CHU CHEN Dragon SEN
Manners and Modes Supervisor FRANCIE MAS Storyboard Artists CAREN THOMASONMIGUEL TRASEROFRANCES CHUPEDRO BOGANILLO Art Department Researcher NUALA CORIAN Art Department Coordinator TRACY COLLISTON Conceptual Designer SERGIO MOLO Graphics BENJAMIN HIRASUNA Illustrator STEPHANIE RAND Set Designers GERI DEMONDESTELLAN GRETZKEMADELINE BARRLANCE DUNSTABLEMARCO DIPAOLODEN MCENERY Set Decorators LISA BARHAMDRU LEE MANNINGCARRIE DUNE Script Supervisor MARIE BELLEAU Camera Operator PAUL POLITO Steadycam Operator ROCK HANDLER 1st Assistant Camera GORDON ALBRIGHT 2nd Assistant Camera CRIS MORTEN Still Photographer BARRIE M. HORST Sound Recordist JACOB TREIB Boom Operators HORACE STEINTHOM CARRABINE Video Operator ART KELLEHERLUCIANO PROPRIO Props DAVID BELL Property Master ZUZU MANHEIMKAREN CAROLUSJ. D. WHEATLY Action Vehicle Coordinators WILLIAM TREVANT Gaffer STU JEFFERSON Best Boy JOSH KNIPPLE Rigged Gaffers COLIN FARRINGDONPETER STANISLOVKIT GOINESBENNIE JAMESONRICK DEMISSTANLEY FREYG. G. NEWMAN Key Grip DAVID WEINBERG Head Grip RICKY MONROE Dolly Grips WILLI STRASBURGSTAN BENTONCHARLES CRIVORNNORM LOFGRENVIC DOLANGIORGIO VIVATO Rigging Grip TEL STEPHENOPOLIS Make-up Artists TRINI GONZALEZMARCI STEINBELINDA MCNAIRCARI DUNN NEUTRONLLC.COM MICHELLE TONASROBERTO BELLINITRICIA RARIO
Dig Composite Supv TIM CURRIEDONALD VERES Digital Compositors DAVID HUSSEINBRIDGET QUESTED Background Artists FRANCESCA ROTIGREG STONE CGI Lead Animators WILL SUTTONINGE JOHANSSON CGI Animators DREW CRAINURSULA BIERSCH VISUAL LOGIC, LLC VFX Supervisor JARED BAGMAN Programmer KAROL CONST System Admin RANDY HARDWICK Production Admin MAL GERICKE Production Aide CASS MONAHAN Producer PATRICE ARNEM Scene Graphics PEDRO CARILLO CGI Artist Coord SANDY PRIESTLY CGI Artists JOHN LANGORFBRENDA CALE CGI Designer MARK THOMASKYLE M. SULLIVAN Compositors PATRICK MAHONEYSTAV PROMIDESMARGRIET BILLTANIA SHAUBBENNET JURIAN I/O Supervisor CHUCK TRALIK Assorted Visual Effects PENNY GARCIA Color Toner GRAYSON TRUE Negative Cutter SLIM DELGADO Titles Designed by BATOUTAHELL, INC Opticals by PACIFIC DREAMS, LLC Soundtrack Album on ARTISTIC RECORDS, INC. Microscopic Cinematography by JAY FLAMMER `The Producers Wish to Thank the Following NASA CITY OF NEW YORK THE MARITIME CENTER OF SYDNEY LOS ANGELES POLICE THE CITY OF BEND, OREGON SULTAN OF BRUNEI Filmed on Location in CAPE KENNEDY NEW YORK CITY SYDNEY, AUSTRALIA LOS ANGELES, CALIFORNIA BEND, OREGON Filmed with OMNIVISON Cameras and Lenses NEUTRONLLC.COM Color by COLORLAB, INC. Prints by VISTACHROME
IN THE 1990s, CREATIVE COLLABORATION SPREAD TO BRAND-BUILDING. NEUTRONLLC.COM
EXAMPLE: The Netscape brand was builton the Hollywood model. NEUTRONLLC.COM
MYTH: Wide experience leads to deep insights. NEUTRONLLC.COM
FACT: Deep insights come from deep experience. NEUTRONLLC.COM
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WHY? NEUTRONLLC.COM
Because the mathematics of collaboration is nothing less than MAGIC. NEUTRONLLC.COM
DISCIPLINE 3: INNOVATE NEUTRONLLC.COM
Execution not strategy is where the rubber meets the road. NEUTRONLLC.COM
CREATIVITY IS WHAT GIVES BRANDS THEIR TRACTION IN THE MARKETPLACE. NEUTRONLLC.COM
Why do companies have so much trouble with creativity? Because creativity is right-brained, and strategy is left-brained. NEUTRONLLC.COM
A B C D STRATEGIC THINKING NEUTRONLLC.COM
V Z D Q CREATIVE THINKING NEUTRONLLC.COM
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THE REASON THE BEATLES WERE WILDLY SUCCESSFUL IS BECAUSE THEY NEVER DID THE SAME THING ONCE. NEUTRONLLC.COM
QUESTION: How do you know when an idea is innovative? NEUTRONLLC.COM
ANSWER: NEUTRONLLC.COM WHEN IT SCARES THE HELL OUT OF EVERYBODY.
TOO PREDICTABLE = NO SURPRISE NO SURPRISE = NOTHING NEW NOTHING NEW = NO VALUE NEUTRONLLC.COM
To begin with, the brand needs a stand-out name. NEUTRONLLC.COM
The seven criteria of a stand-out name: 1 DISTINCTIVENESS 2 BREVITY 3 APPROPRIATENESS 4 EASY SPELLING AND PRONUNCIATION 5 LIKABILITY 6 EXTENDABILITY NEUTRONLLC.COM 7 PROTECTABILITY
A GREAT NAME deserves GREAT GRAPHICS. NEUTRONLLC.COM
NE LOGOS ARE DEAD. W LONG LIVE ICONS AND AVAT S ARS! FL NEUTRONLLC.COM ASH!
An ICON is a name and visual symbolthat suggests a market position. NEUTRONLLC.COM
EXAMPLE: CBS. The network for eye-popping television. NEUTRONLLC.COM
An AVATAR is a brand icon thatcan move, change, and operatefreely in various media. NEUTRONLLC.COM
EXAMPLE: CINGULAR: The self-expression cellular service. NEUTRONLLC.COM
For products that sell at retail, the package NEUTRONLLC.COM is often the best and last chance to make a sale.
The hardest-working packages follow a natural reading sequence. THE SHOPPER: 1 Notices the package 2 Asks What is it? 3 Wonders Why should I care? 4 Wants to be persuaded 5 Needs proof NEUTRONLLC.COM
By presenting informationto match this sequence,a package can sell theproduct more effectively. NEUTRONLLC.COM
If you communicate with your customers ONLINE, your website needs to followa SIMILAR reading sequence, one that supplies users with ONLY the information they need, instead of trying to squeeze EVERYTHING onto the home page LIKE THIS and making your users do ALL the work, which will undoubtedly cause them to LEAVE, when all you really have to do is ask yourself this SIMPLE QUESTION: NEUTRONLLC.COM
NEUTRONLLC.COM Does our website look fat in this dress?
Too many websites are bloated with irrelevant information. NEUTRONLLC.COM
WHY? NEUTRONLLC.COM
1 TURFISMO (Every department wants to be on the home page) NEUTRONLLC.COM
2 FEATURITIS (Inexperienced communicators believe more is better) NEUTRONLLC.COM
3 TECHNOPHOBIA (Experienced communicators resist new media) NEUTRONLLC.COM
QUIZ: Which of these sites looks easier to use? NEUTRONLLC.COM
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DISCIPLINE 4: VALIDATE NEUTRONLLC.COM
VALIDATION means bringing theaudience into the creative process. NEUTRONLLC.COM
SENDER S E N D E R MESSA M E S S AGE G E RECEIVER R E C E I V E R THE OLD COMMUNICATION MODEL WAS A MONOLOGUE. NEUTRONLLC.COM
SENDER S E N D E R MESSA M E S S AGE G E RECEIVER R E C E I V E R THE NEW COMMUNICATION MODEL IS A DIALOGUE. NEUTRONLLC.COM
QUESTION: How can you test your most creative ideas BEFORE they get to market? NEUTRONLLC.COM
HINT: NEUTRONLLC.COM Not with largequantitative studiesor focus groups.
QUANTITATIVE STUDIES BURY THE PROBLEM IN HEAPS OF UNHELPFUL DATA. NEUTRONLLC.COM
FOCUS GROUPS WERE INVENTED TO FOCUS THE RESEARCH, NOT BE THE RESEARCH. NEUTRONLLC.COM
THE BEST TESTS ARE CHEAP, QUICK, AND DIRTY. NEUTRONLLC.COM
Better a rough answer to the right questionthan a detailed answer to the wrong question. NEUTRONLLC.COM
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NEUTRONLLC.COM If the names and graphics of two trademarks are better when swapped, then neither is optimal.
EXISTING TRADEMARKS NEUTRONLLC.COM
WITH NAMES SWAPPED NEUTRONLLC.COM
CHEAP-QUICK-DIRTY TEST 2: The HAND TEST is a proof for a distinctive voice. NEUTRONLLC.COM
If you can t tell who s talking when the trademark is covered, then the brand s voice is not distinctive. NEUTRONLLC.COM
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CHEAP-QUICK-DIRTY TEST 3: The FIELD TEST is a proof for any concept that can be prototyped. NEUTRONLLC.COM
If your audience can t verbalize your concept, you ve failed to communicate it. NEUTRONLLC.COM
SHOPPERS CHARACTERIZED THE PACKAGE CONCEPT ON THE MIDDLE-RIGHT SHELF AS A FASTER PENCIL. BINGO. NEUTRONLLC.COM
Field tests measure five things: 1 DISTINCTIVENESS 2 RELEVANCE 3 MEMORABILITY 4 EXTENDABILITY 5 DEPTH OF MEANING NEUTRONLLC.COM
TESTING MIGHT HAVE SAVED SOME OF THESE COMPANIES FROM THE GREAT SWOOSH EPIDEMIC.
HAS THE GLOBE BECOME THE NEW SWOOSH? NEUTRONLLC.COM
DISCIPLINE 5: CULTIVATE NEUTRONLLC.COM
Business is a process, not an entity. NEUTRONLLC.COM
A living brand is a pattern of behavior, not a stylistic veneer. NEUTRONLLC.COM
Brands are like people. NEUTRONLLC.COM
C. D. E. IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS NEUTRONLLC.COM
WHY CAN T BRANDS? NEUTRONLLC.COM
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IF A BRAND LOOKS LIKE A DUCK AND SWIMS LIKE A DOG, PEOPLE WILL DISTRUST IT. NEUTRONLLC.COM
So let s say you ve DIFFERENTIATED, COLLABORATED, INNOVATED,AND VALIDATED. NEUTRONLLC.COM
+ YOU VE ADDED THE LEFT BRAIN TO THE RIGHT BRAIN. NEUTRONLLC.COM
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+ + YOU VE USED TESTING TO BANISH THE FEAR OF STUPID. NEUTRONLLC.COM
Your brand is now NUMBER ONE in its category. NEUTRONLLC.COM
What s your next move? NEUTRONLLC.COM
PASS OUT THE COMPASSES. NEUTRONLLC.COM
What s a compass? NEUTRONLLC.COM
A continuing brand education program. NEUTRONLLC.COM
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The more D I S T R I B U T E D a brand becomes, the stronger its management needs to be. NEUTRONLLC.COM
What your company needs is a CBO,or CHIEF BRANDING OFFICER. NEUTRONLLC.COM
THE CBO FORMS A HUMAN BRIDGE BETWEEN LOGIC AND MAGIC, STRATEGY AND DESIGN. NEUTRONLLC.COM
C U L T I V A T I O N D I F F E R E N T I A T I O N V A L I D A T I O N C O L L A B O R A T I O N I N N O V A T I O N BY MASTERING THE FIVE DISCIPLINES OF BRANDING, THE COMPANY CREATES A VIRTUOUS CIRCLE. NEUTRONLLC.COM
WITH EVERY TURN AROUND THE CIRCLE, THE VALUE OF THE BRAND SPIRALS HIGHER. NEUTRONLLC.COM
YOU BUILD NEUTRONLLC.COM
A sustainable competitive advantage. NEUTRONLLC.COM
ABOUT THE AUTHOR Marty Neumeier is president of a San Francisco-based brand consultancy, Neutron LLC. Neutron supplies the glue that holds brands together: brand education programs, seminars, workshops, creative audits, process planning, and more. Visit www.neutronllc.com.
Need books for your branding team? Bulk discounts on the THE BRAND GAP are available for educational and corporate groups. Contact BECKY.MORGAN@PEACHPIT.COM. NEUTRONLLC.COM
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