The Brand Gap
How to Bridge the Distance Between Business Strategy and Design
A brand is not what you say it is, but what they say it is.
Neumeier argues that great brands live in the gap between business strategy and design, and that bridging it requires both logic and magic. In a fast, visual format he distills branding into five disciplines: differentiate, collaborate, innovate, validate, and cultivate. The book defines a brand as a person's gut feeling about a product or company.
Founders often treat branding as a logo afterthought, but Neumeier shows it is a strategic asset built on trust and differentiation. The book is short, memorable, and gives a shared vocabulary for aligning product, strategy, and design.
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