The brand gap

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 The five disciplines of brand-building 2 NEUTRONLLC.COM READY? NEUTRONLLC.COM LET’S START BY DISPELLING SOME MYTHS. NEUTRONLLC.COM FIRST A brand is not a logo. NEUTRONLLC.COM NEUTRONLLC.COM SECOND A brand is not an identity. NEUTRONLLC.COM NEUTRONLLC.COM X FINALLY A brand is not a product. NEUTRONLLC.COM NEUTRONLLC.COM So what exactly is a brand? NEUTRONLLC.COM A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION. NEUTRONLLC.COM NEUTRONLLC.COM 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 Most offerings have similar quality and features We tend to base our buying choices on trust 2 3 NEUTRONLLC.COM THERE ARE 1,349 CAMERAS ON THE MARKET. HOW DO YOU DECIDE WHICH ONE TO BUY? NEUTRONLLC.COM TRUST NEUTRONLLC.COM NEUTRONLLC.COM 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 BRAND NAME COCA-COLA MICROSOFT IBM FORD MERCEDES HONDA BMW KODAK GAP NIKE PEPSI XEROX APPLE STARBUCKS BRAND VALUE ($MM) 68,945 65,068 52,752 30,092 21,728 14,638 13,858 10,801 8,746 7,589 6,214 6,019 5,464 1,757 % CHANGE BRAND VS. PREVIOUS YEAR -5% -7% -1% -17% +3% -4% +7% -9% -6% -5% -6% -38% -17% +32% BRAND VALUE AS % OF MARKET CAP 61% 17% 27% 66% 48% 33% 62% 82% 35% 66% 9% 93% 66% 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 b BANG SUCCESS BUCK 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 Logical Linear Numerical Verbal Intuitive Emotional Spatial Visual 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 which people believe there’s no substitute. NEUTRONLLC.COM QUIZ : NEUTRONLLC.COM Which of these brands are charismatic? AMAZON APPLE BURGER KING COLDWATER CREEK DASANI DISNEY DK BOOKS EVEREADY FORD GENERAL ELECTRIC GOOGLE HANES HITACHI HOME DEPOT IKEA KMART KRISPY KREME LEVI’S LONGS DRUGS MACY’S MINI COOPER NEWSWEEK NISSAN NORDSTROM OXO GOODGRIPS PEPSI-COLA PRELL RCA REEBOK RUBBERMAID SAFEWAY SAMSUNG SEARS SOUTHWEST AIRLINES UNITED ARTISTS VIRGIN QUIZ : NEUTRONLLC.COM Which of these brands are charismatic? AMAZON APPLE BURGER KING COLDWATER CREEK DASANI DISNEY DK BOOKS EVEREADY FORD GENERAL ELECTRIC GOOGLE HANES HITACHI HOME DEPOT IKEA KMART KRISPY KREME LEVI’S LONGS DRUGS MACY’S MINI COOPER NEWSWEEK NISSAN NORDSTROM OXO GOODGRIPS PEPSI-COLA PRELL RCA REEBOK RUBBERMAID SAFEWAY SAMSUNG SEARS SOUTHWEST AIRLINES UNITED ARTISTS 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 NEUTRONLLC.COM 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 COMPUTING DELL AMAZON SPORTS NIKE COOKING WILLIAMS-SONOMA BANKING CITIBANK TRAVEL NEUTRONLLC.COM ORBITZ 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? What do you do? Why does it matter? 2 3 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 focus is ILL-CONSIDERED BRAND EXTENSIONS. EXAMPLE: FOCUSED UNFOCUSED PORSCHE = SPORTS CARS PORSCHE = SPORTS CARS + SUVS NEUTRONLLC.COM NEUTRONLLC.COM 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 village to build a brand. THERE ARE THREE BASIC MODELS FOR ORGANIZING BRAND COLLABORATION: NEUTRONLLC.COM The ONE-STOP SHOP contains the resources to develop and steward the brand. NEUTRONLLC.COM C R E AT I V E SERVICES A DV E RT I S I N G DIRECT RESPONSE RESEARCH POP D I S P L AY S EXHIBITS IDENTITY PUBLIC R E L AT I O N S SUPPLIERS EVENTS PRODUCT DESIGN PROMOTIONS P U B L I C AT I O N S WEB DESIGN NAMING PA C K A G I N G BRAND ST R AT E G Y ANNUAL REPORTS C O M PA N Y ONE-STOP SHOP SCORECARD Easy to manage Promise of consistency Little choice of teams Little ownership of brand NEUTRONLLC.COM The BRAND AGENCY hires best-of-breed firms to help develop and steward the brand. NEUTRONLLC.COM POP D I S P L AY S C R E AT I V E SERVICES IDENTITY DIRECT RESPONSE RESEARCH A DV E RT I S I N G ANNUAL REPORTS SUPPLIERS EVENTS BRAND AGENCY PROMOTIONS NAMING BRAND S T R AT E G Y PA C K A G I N G P U B L I C AT I O N S PRODUCT WEB DESIGN DESIGN PUBLIC R E L AT I O N S EXHIBITS C O M PA N Y BRAND AGENCY SCORECARD Choice of teams Promise of consistency Little ownership of brand NEUTRONLLC.COM The INTEGRATED MARKETING TEAM is managed internally with open collaboration among best-of-breed specialists. DIRECT RESPONSE ANNUAL REPORTS C R E AT I V E S E RV I C E S A DV E RT I S I N G RESEARCH IDENTITY EVENTS POP D I S P L AY S EXHIBITS C O M PA N Y SUPPLIERS PUBLIC R E L AT I O N S PROMOTIONS WEB DESIGN PA C K A G I N G P U B L I C AT I O N S BRAND S T R AT E G Y NAMING PRODUCT DESIGN NEUTRONLLC.COM INTEGRATED MARKETING TEAM SCORECARD Choice of teams Promise of consistency Ownership of brand Difficult to manage 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 NEUTRONLLC.COM Like building a cathedral, making a movie takes hundreds of collaborators. NEUTRONLLC.COM JOEL DARTMOUTH KELLY MARIN TREVOR CARMICHAEL JOHN T. LANDON SHARON BONDLY PAUL DERAIN JACQUES SOUVERAIN MICHAEL BRAND STEVEN GOLDSTEIN TRENT LOCKART JACKSON BARNES JOSEPH AKIO TERENCE BRADLEY MO DERENI ROBERT UNDERHILL KEN 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 Smoocher Boy Agent Sims Agent Townsend Agent Kruzic Dijon Jean-Michel Keynes Corelli Johnston Billie Guards Carlos GEOFF WRIGHT MARK 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 BOB CARTER MICKEY DISANTIS MIKE FLANAGAN GEOFF IPSWICH BARRIE LAWRENCE JACKIE MACDOUGAL JAMES PETRICKE MARY STAUFFACHER CORNELIA THERRIEN RAUL VALERIA BENJAMIN BARKELEY GORDON COLERIDGE JILLIAN DRUCKER BILL GEORGE MICHAEL KANTER TERRY LEVINSON GREG NEVILSON PETE POLSON FREDDIE STEEN JEREMY TRICKETT RONALD DEAVER-WEBB Hong Kong Kung Fu Team YUAN Tiger CHU CHEN Dragon SEN TONY BEAUJOLAIS IVAN DEVERSON JOE EVANS JULIA HARRISON KENNETH KITTRIDGE TED MARSTEN BOB OSBORNE RAY TELSON CAB UPTON PETER YOUNG ROBERT G. RUNYAN Stunt Doubles NEUTRONLLC.COM NEUTRONLLC.COM Manners and Modes Supervisor FRANCIE MAS Storyboard Artists CAREN THOMASON MIGUEL TRASERO FRANCES CHU PEDRO BOGANILLO Art Department Researcher NUALA CORIAN Art Department Coordinator TRACY COLLISTON Conceptual Designer SERGIO MOLO Graphics BENJAMIN HIRASUNA Illustrator STEPHANIE RAND Set Designers GERI DEMONDE STELLAN GRETZKE MADELINE BARR LANCE DUNSTABLE MARCO DIPAOLO DEN MCENERY Set Decorators LISA BARHAM DRU LEE MANNING CARRIE 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 STEIN THOM CARRABINE Video Operator ART KELLEHER LUCIANO PROPRIO Props DAVID BELL Property Master ZUZU MANHEIM KAREN CAROLUS J. D. WHEATLY Action Vehicle Coordinators WILLIAM TREVANT Gaffer STU JEFFERSON Best Boy JOSH KNIPPLE Rigged Gaffers COLIN FARRINGDON PETER STANISLOV KIT GOINES BENNIE JAMESON RICK DEMIS STANLEY FREY G. G. NEWMAN Key Grip DAVID WEINBERG Head Grip RICKY MONROE Dolly Grips WILLI STRASBURG STAN BENTON CHARLES CRIVORN NORM LOFGREN VIC DOLAN GIORGIO VIVATO Rigging Grip TEL STEPHENOPOLIS Make-up Artists TRINI GONZALEZ MARCI STEIN BELINDA MCNAIR CARI DUNN MICHELLE TONAS ROBERTO BELLINI Dig Composite Supv Digital Compositors Background Artists CGI Lead Animators CGI Animators TIM CURRIE DONALD VERES DAVID HUSSEIN BRIDGET QUESTED FRANCESCA ROTI GREG STONE WILL SUTTON INGE JOHANSSON DREW CRAIN URSULA BIERSCH VISUAL LOGIC, LLC VFX Supervisor Programmer System Admin Production Admin Production Aide Producer Scene Graphics CGI Artist Coord CGI Artists CGI Designer Compositors JARED BAGMAN KAROL CONST RANDY HARDWICK MAL GERICKE CASS MONAHAN PATRICE ARNEM PEDRO CARILLO SANDY PRIESTLY JOHN LANGORF BRENDA CALE MARK THOMAS KYLE M. SULLIVAN PATRICK MAHONEY STAV PROMIDES MARGRIET BILL TANIA SHAUB BENNET JURIAN CHUCK TRALIK PENNY GARCIA GRAYSON TRUE SLIM DELGADO BATOUTAHELL, INC PACIFIC DREAMS, LLC ARTISTIC RECORDS, INC. JAY FLAMMER I/O Supervisor Assorted Visual Effects Color Toner Negative Cutter Titles Designed by Opticals by Soundtrack Album on Microscopic Cinematography by `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 NEUTRONLLC.COM Filmed with OMNIVISON Cameras and Lenses Color by COLORLAB, INC. Prints by VISTACHROME IN THE 1990s, CREATIVE COLLABORATION SPREAD TO BRAND-BUILDING. NEUTRONLLC.COM EXAMPLE: The Netscape brand was built on the Hollywood model. NEUTRONLLC.COM MYTH: Wide experience leads to deep insights. NEUTRONLLC.COM FACT: Deep insights come from deep experience. NEUTRONLLC.COM NEUTRONLLC.COM NEUTRONLLC.COM 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 NEUTRONLLC.COM 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 NOTHING NEW = = = NO SURPRISE 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 NEWS LOGOS ARE DEAD. LONG LIVE ICONS AND AVATARS! FLASH! NEUTRONLLC.COM An ICON is a name and visual symbol that suggests a market position. NEUTRONLLC.COM EXAMPLE: CBS. The network for “eye-popping” television. NEUTRONLLC.COM An AVATAR is a brand icon that can move, change, and operate freely 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 Asks “What is it?” Wonders “Why should I care?” Wants to be persuaded Needs proof 2 3 4 5 NEUTRONLLC.COM By presenting information to match this sequence, a package can sell the product more effectively. NEUTRONLLC.COM If you communicate with your customers ONLINE , your website needs to follow a 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 f at 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 NEUTRONLLC.COM NEUTRONLLC.COM DISCIPLINE 4: VALIDATE NEUTRONLLC.COM VALIDATION means bringing the audience into the creative process. NEUTRONLLC.COM SENDER SENDER MESSAGE MESSAGE RECEIVER RECEIVER THE OLD COMMUNICATION MODEL WAS A MONOLOGUE. NEUTRONLLC.COM SENDER SENDER MESSAGE MESSAGE RECEIVER RECEIVER 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 large quantitative studies or 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 NEUTRONLLC.COM DIRTY. Better a rough answer to the right question than a detailed answer to the wrong question. NEUTRONLLC.COM NEUTRONLLC.COM 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 NEUTRONLLC.COM 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 NEUTRONLLC.COM NEUTRONLLC.COM 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 NEUTRONLLC.COM + + 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 NEUTRONLLC.COM NEUTRONLLC.COM 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 LT I V AT I O N D I F F E R E N T I AT I O N V A L I D AT I O N C O L L A B O R AT I O N I N N O V AT 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