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The Brand Gap

Page 9

by Marty Neumeier


  Neumeier began his career as a graphic designer and copywriter in Southern California in the early 1970s, then moved to Northern California in the early 1980s to focus on brand design for technology clients. By the middle 1990s, his firm had developed hundreds of brand icons, retail packages, and other communications for companies such as Apple Computer, Adobe Systems, Netscape Communications, Eastman Kodak, and Hewlett-Packard. During his first 25 years as a design practitioner, Neumeier won hundreds of awards for design excellence, and his writing appeared regularly in trade journals and design publications.

  In 1996 he launched CRITIQUE, the magazine of graphic design thinking, which quickly became the leading forum for improving design effectiveness. In editing CRITIQUE, Neumeier joined the conversation about how to bridge the gap between strategy and design, which led directly to the formation of Neutron and the ideas in THE BRAND GAP.

  Today Neumeier lives with his wife in Palo Alto, California. He has tried to develop a hobby or sports addiction—if only to seem more interesting—but so far has found nothing to equal the thrill of simply working with imaginative people every day. Both inside and outside Neutron, Neumeier is a frequent speaker on design, brand, and creative collaboration. You can reach him at marty@neutronllc.com.

  Index

  A

  AAKER, DAVID 46

  ADLER, STELLA 136

  AESTHETICS

  AND DIFFERENTIATION 34-35

  IMPORTANCE OF 19

  OF WEB SITES 96-99

  ARISTOTLE 88

  AUDIENCE RESEARCH. SEE VALIDATION

  AVATARS 87-89

  B

  BAUTISTA, STEVE 118

  BERRA, YOGI 111

  BRAND

  DEFINITION OF 1-3, 146, 149

  IMPORTANCE OF 8

  PROTECTING 140-141

  WORTH OF 12, 150

  BRAND AGENCY COLLABORATION

  MODEL 56

  BRAND EXTENSIONS 46-47

  BRAND MANAGEMENT

  CHARISMATIC BRANDS 18-19

  COLLABORATION 51-52

  BRAND AGENCY MODEL 56

  INTEGRATED MARKETING TEAM MODEL 58, 142-145

  NETWORK ORGANIZATION MODEL (“HOLLYWOOD MODEL”) 62-66

  ONE-STOP SHOP MODEL 54-56

  PROTOTYPES 68-69

  SUMMARY OF CONCEPTS 151-153

  COMPONENTS OF 14-15

  CULTIVATION

  ADVANTAGES OF 146

  BRAND AS COMPASS 138-139

  CBOS (CHIEF BRANDING OFFICERS) 142-145

  COLLABORATION 136

  LIVING BRANDS 133-135

  PROTECTING THE BRAND 140-141

  SUMMARY OF CONCEPTS 155-157

  DEFINITION OF 2-3

  DIFFERENTIATION

  AND AESTHETICS 34-35

  BRAND EXTENSIONS 46-47

  CONSUMER-CENTRIC MARKETING 38-39

  FOCUS, IMPORTANCE OF 44-45

  GLOBALISM VERSUS TRIBALISM 40-41

  QUESTIONS TO ASK 31-33

  SUMMARY OF CONCEPTS 150-151

  INNOVATION 73-74

  CREATIVITY 76-77

  FEAR OF 80-81

  ICONS AND AVATARS 87-89

  NAMES, CRITERIA FOR 82-85

  PACKAGING, 90-91, 94-95

  SUMMARY OF CONCEPTS 153-154

  WEB SITE AESTHETICS 96-99

  TRUST, IMPORTANCE OF 10-11

  VALIDATION

  COMMUNICATION MODELS 101-103

  CONCEPT TESTS 118-121

  CRITERIA FOR 126-127

  FIELD TESTS 124-125

  FOCUS GROUPS 110-111

  MARKET RESEARCH, AVERSION TO 106-107

  PERSONAL PREFERENCES 105

  QUANTITATIVE STUDIES 112-113

  SUMMARY OF CONCEPTS 154-155

  SWAP TESTS 114-115

  C

  CBOS (CHIEF BRANDING OFFICERS) 142-145

  CHARISMATIC BRANDS 18-19

  COGNITIVE SYSTEM AND DIFFERENTIATION 34-35

  COLLABORATION 51-52

  BRAND AGENCY MODEL 56

  INTEGRATED MARKETING TEAM MODEL 58, 142-145

  FOR LIVING BRANDS 136

  NETWORK ORGANIZATION MODEL (“HOLLYWOOD MODEL”) 62-66

  ONE-STOP SHOP MODEL 54-56

  PROTOTYPES 68-69

  SUMMARY OF CONCEPTS 151-153

  COMMUNICATION MODELS 101-103

  COMPASS, BRAND AS 138-139

  CONCEPT TESTS 118-119

  CONSUMER-CENTRIC MARKETING 38-39

  CORPORATE IDENTITY SYSTEMS,

  DEFINITION OF 1-2

  COWARD, NOEL 66

  CREATIVITY 76-77

  AS COMPONENT OF BRAND MANAGEMENT 15

  CULTIVATION

  ADVANTAGES OF 146

  BRAND AS COMPASS 138-139

  CBOS (CHIEF BRANDING OFFICERS) 142-145

  COLLABORATION 136

  LIVING BRANDS 133-135

  PROTECTING THE BRAND 140-141

  SUMMARY OF CONCEPTS 155-157

  CURRENCY, AS EXAMPLE OF TRUST 10-11

  D

  DE BONO, EDWARD 38-39

  DEPTH (VALIDATION CRITERIA) 127

  DESIGN, GOALS OF 35

  DIFFERENTIATION

  AND AESTHETICS 34-35

  BRAND EXTENSIONS 46-47

  CONSUMER-CENTRIC MARKETING 38-39

  FOCUS, IMPORTANCE OF 44-45

  GLOBALISM VERSUS TRIBALISM 40-41

  QUESTIONS TO ASK 31-33

  SUMMARY OF CONCEPTS 150-151

  DISTINCTIVENESS (VALIDATION CRITERIA) 126

  DOLLAR VALUE. SEE WORTH OF BRANDS

  DRUCKER, PETER 52

  E

  ETHNOGRAPHY 111

  EXTENDIBILITY (VALIDATION CRITERIA) 127

  F

  FEAR OF INNOVATION 80-81

  FEEDBACK 102-103

  FIELD TESTS 124-125

  FOCUS, IMPORTANCE OF 44-45

  FOCUS GROUPS 110-111

  FORD, HENRY 107

  FRANKLIN, BENJAMIN 74

  G

  GALLE, GREG 31

  GLOBALISM VERSUS TRIBALISM 40-41

  GUT FEELINGS, DEFINITION OF 2

  H

  HAND TESTS 115

  HAWTHORNE EFFECT 110

  “HOLLYWOOD” MODEL (NETWORK ORGANIZATION MODEL) 62-66

  I

  ICONS 87-89

  INNOVATION 73-74

  CREATIVITY 76-77

  FEAR OF 80-81

  ICONS AND AVATARS 87-89

  NAMES, CRITERIA FOR 82-85

  PACKAGING 90-91, 94-95

  SUMMARY OF CONCEPTS 153-154

  WEBSITE AESTHETICS 96-99

  INTEGRATED MARKETING TEAM

  COLLABORATION MODEL 58, 142-145

  J

  JACOBS, JANE 51

  K

  KAWASAKI, GUY 133

  KELLEY, TOM 68

  L

  LIVING BRANDS 133-135

  COLLABORATION 136

  AS COMPASS 138-139

  PROTECTING 140-141

  LOEWY, RAYMOND 76

  LOGOS, DEFINITION OF 1

  M

  MARKET RESEARCH, AVERSION TO 106-107. SEE ALSO VALIDATION

  MARKETING. SEE ALSO BRAND MANAGEMENT

  CONSUMER-CENTRIC MARKETING 38-39

  SHIFT IN GOALS OF 38-39

  MCLUHAN, MARSHALL 40

  MEMORABILITY (VALIDATION CRITERIA) 126

  MORITA, AKIO 106

  N

  NAMES, CRITERIA FOR 82-85

  NATURAL READING SEQUENCE

  AND PACKAGING 91, 94-95

  AND WEB SITES 96-99

  NETWORK ORGANIZATION MODEL

  (“HOLLYWOOD MODEL”) 62-66

  O

  OGILVY, DAVID 94

  ONE-STOP SHOP COLLABORATION

  MODEL 54-56

  ORIGINALITY. SEE CREATIVITY

  OUTSOURCING COLLABORATION MODELS

  BRAND AGENCY MODEL 56

  ONE-STOP SHOP MODEL 54-56

  P

  PACKAGING 90-91, 94-95

  PERSONAL PREFERENCES (TESTING DESIGNS) 10
5

  PRODUCTS, SELECTING (IMPORTANCE OF BRAND) 8

  PROTECTING THE BRAND 140-141

  PROTOTYPES 68-69

  CONCEPT TESTS 118-121

  FIELD TESTS 124-125

  Q

  QUANTITATIVE STUDIES

  (MARKET RESEARCH) 112-113

  R

  RATIONAL THINKING 73

  READING SEQUENCE

  AND PACKAGING 91, 94-95

  AND WEB SITES 96-99

  RELEVANCE (VALIDATION CRITERIA) 126

  ROCKRISE, SUSAN 142

  S

  SELECTING PRODUCTS

  IMPORTANCE OF BRAND 8

  SHAW, GEORGE BERNARD 82

  SPECIALIZATION 45

  STRATEGY, AS COMPONENT OF BRAND MANAGEMENT 15

  SWAP TESTS 114-115

  T

  TESTING. SEE VALIDATION

  TRADEMARKS, DEFINITION OF 1

  TRIBALISM VERSUS GLOBALISM 40-41

  TROUT, JACK 47

  TRUST, IMPORTANCE OF 10-11

  V

  VALIDATION

  COMMUNICATION MODELS 101-103

  CONCEPT TESTS 118-121

  CRITERIA FOR 126

  FIELD TESTS 124-125

  FOCUS GROUPS 110-111

  MARKET RESEARCH, AVERSION TO 106-107

  PERSONAL PREFERENCES 105

  QUANTITATIVE STUDIES 112-113

  SUMMARY OF CONCEPTS 154-155

  SWAP TESTS 114-115

  VALUATION. SEE WORTH OF BRANDS

  VISUAL SYSTEM AND DIFFERENTIATION 34-35

  W

  WEBSITE AESTHETICS 96-99

  WORTH OF BRANDS 12, 150

  Z

  ZEISS, CARL 84

 

 

 


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