the brand-gap
TRANSCRIPT
![Page 1: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/1.jpg)
HOW TO BRIDGE
THE DISTANCE
BETWEEN
BUSINESS STRATEGY
AND DESIGN
![Page 2: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/2.jpg)
A VISUAL PRESENTATION BY MARTY NEUMEIER
NEUTRONLLC.COM
![Page 3: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/3.jpg)
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.
Produced by NEUTRON LLC
in partnership with NEW RIDERS PUBLISHING
and THE AMERICAN INSTITUTE OF GRAPHIC ARTS
![Page 4: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/4.jpg)
A modern definition of brand
The five disciplines of brand-building
WHAT YOU’LL LEARN:
2
1
NEUTRONLLC.COMNEUTRONLLC.COM
![Page 5: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/5.jpg)
READY?
NEUTRONLLC.COM
![Page 6: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/6.jpg)
LET’S START BY DISPELLING SOME MYTHS.
NEUTRONLLC.COM
![Page 7: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/7.jpg)
FIRSTA brand is not a logo.
NEUTRONLLC.COM
![Page 8: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/8.jpg)
NEUTRONLLC.COM
![Page 9: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/9.jpg)
SECONDA brand is not an identity.
NEUTRONLLC.COM
![Page 10: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/10.jpg)
XNEUTRONLLC.COM
![Page 11: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/11.jpg)
FINALLYA brand is not a product.
NEUTRONLLC.COM
![Page 12: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/12.jpg)
NEUTRONLLC.COM
![Page 13: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/13.jpg)
So what exactly is a brand?
NEUTRONLLC.COM
![Page 14: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/14.jpg)
A BRAND IS A PERSON’S
GUT FEELING ABOUT
A PRODUCT, SERVICE,
OR ORGANIZATION.
NEUTRONLLC.COMNEUTRONLLC.COM
![Page 15: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/15.jpg)
NEUTRONLLC.COM
![Page 16: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/16.jpg)
In other words…
NEUTRONLLC.COM
![Page 17: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/17.jpg)
IT’S NOT WHAT YOU SAY IT IS.
NEUTRONLLC.COM
![Page 18: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/18.jpg)
IT’S WHAT THEY SAY IT IS.
NEUTRONLLC.COM
![Page 19: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/19.jpg)
WHY IS BRANDING SO HOT?
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
1
2
3
NEUTRONLLC.COM
![Page 20: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/20.jpg)
THERE ARE 1,349 CAMERAS ON THE MARKET.
HOW DO YOU DECIDE WHICH ONE TO BUY?
NEUTRONLLC.COMNEUTRONLLC.COM
![Page 21: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/21.jpg)
TRUST
NEUTRONLLC.COM
![Page 22: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/22.jpg)
NEUTRONLLC.COM
![Page 23: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/23.jpg)
$Does a brand have a dollar value?
NEUTRONLLC.COM
![Page 24: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/24.jpg)
AND HOW.
NEUTRONLLC.COM
![Page 25: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/25.jpg)
5 ways to measure brand value:
PRICE PREMIUM
CUSTOMER PREFERENCE
REPLACEMENT COST
STOCK PRICE
FUTURE EARNINGS
1
2
3
4
5
NEUTRONLLC.COM
![Page 26: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/26.jpg)
BRAND
NAME
COCA-COLA
MICROSOFT
IBM
FORD
MERCEDES
HONDA
BMW
KODAK
GAP
NIKE
PEPSI
XEROX
APPLE
STARBUCKS
THIS SELECTION FROM INTERBRAND’S TOP 100 LIST
SHOWS WHY BRANDS ARE WORTH PROTECTING:
2001
BRAND VALUE
($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
![Page 27: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/27.jpg)
COKE’S MARKET CAP,
INCLUDING BRAND VALUE:
$120 BILLION
COKE’S MARKET CAP,
NOT INCLUDING BRAND VALUE:
$50 BILLION
WITHOUT THE BRAND,
COKE’S GLASS WOULD
BE HALF EMPTY.
NEUTRONLLC.COM
![Page 28: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/28.jpg)
The main purpose of branding is to getmore people to buy more stuff for more years at a higher price.
NEUTRONLLC.COM
![Page 29: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/29.jpg)
S= Bb
BUCK
SUCCESS
BANG
NEUTRONLLC.COM
![Page 30: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/30.jpg)
Business
Brand
NEUTRONLLC.COMNEUTRONLLC.COM
![Page 31: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/31.jpg)
PREDICTION
BRAND WILL BECOME THE MOST POWERFUL
STRATEGIC TOOL SINCE THE SPREADSHEET.
NEUTRONLLC.COM
![Page 32: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/32.jpg)
PROBLEM
In most companies, STRATEGY
is separated from CREATIVITY by a wide gap.
NEUTRONLLC.COM
![Page 33: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/33.jpg)
STRATEGIC THINKERS
Analytical
Logical
Linear
Numerical
Verbal
CREATIVE THINKERS
Intuitive
Emotional
Spatial
Visual
Physical
NEUTRONLLC.COM
![Page 34: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/34.jpg)
DOES THE LEFT BRAIN KNOW WHAT THE RIGHT BRAIN IS DOING?
NEUTRONLLC.COM
![Page 35: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/35.jpg)
When both sides work together,
you can build a charismatic brand.
NEUTRONLLC.COM
![Page 36: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/36.jpg)
A CHARISMATIC BRAND is any product,service, or organization for whichpeople believe there’s no substitute.
NEUTRONLLC.COM
![Page 37: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/37.jpg)
QUIZ:
Which of these brands are charismatic?
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
AMAZON
APPLE
BURGER KING
COLDWATER CREEK
DASANI
DISNEY
DK BOOKS
EVEREADY
FORD
GENERAL ELECTRIC
HANES
NEUTRONLLC.COM
![Page 38: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/38.jpg)
QUIZ:
Which of these brands are charismatic?
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
AMAZON
APPLE
BURGER KING
COLDWATER CREEK
DASANI
DISNEY
DK BOOKS
EVEREADY
FORD
GENERAL ELECTRIC
HANES
NEUTRONLLC.COM
![Page 39: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/39.jpg)
Any brand can be charismatic.
NEUTRONLLC.COM
![Page 40: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/40.jpg)
EVENYOURS.
NEUTRONLLC.COM
![Page 41: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/41.jpg)
But first,
you have to master the FIVE DISCIPLINES OF BRAND-BUILDING.
NEUTRONLLC.COM
![Page 42: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/42.jpg)
DISCIPLINE 1: DIFFERENTIATE
NEUTRONLLC.COM
![Page 43: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/43.jpg)
NEUTRONLLC.COM
![Page 44: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/44.jpg)
WE’RE HARDWIRED TO NOTICE ONLY WHAT’S DIFFERENT.
NEUTRONLLC.COM
![Page 45: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/45.jpg)
SOLUTION:
BE DIFFERENT.
NEUTRONLLC.COM
![Page 46: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/46.jpg)
Marketing today is about creating tribes.
FEATURES
“What it is”BENEFITS
“What it does”EXPERIENCE
“What you feel”IDENTIFICATION
“Who you are”
1900 1925 1950 2000
NEUTRONLLC.COM
![Page 47: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/47.jpg)
COOKING WILLIAMS-SONOMA
People join different tribes for different activities.
SPORTS NIKE
DRIVING VOLKSWAGEN
TRAVEL ORBITZ
READING AMAZON
BANKING CITIBANK
COMPUTING DELL
NEUTRONLLC.COM
![Page 48: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/48.jpg)
ON SUNDAYS THEY WORSHIP HARLEY,
GOD OF THE OPEN ROAD.
NEUTRONLLC.COM
![Page 49: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/49.jpg)
The three most important words in differentiating your brand:
NEUTRONLLC.COM
![Page 50: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/50.jpg)
FOCUS1
NEUTRONLLC.COM
![Page 51: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/51.jpg)
FOCUS2
NEUTRONLLC.COM
![Page 52: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/52.jpg)
FOCUS3
NEUTRONLLC.COM
![Page 53: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/53.jpg)
IS THIS HOW YOUR CUSTOMERS SEE YOU?
NEUTRONLLC.COMNEUTRONLLC.COM
![Page 54: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/54.jpg)
THE FOCUS TEST:
Who are you?
What do you do?
Why does it matter?
1
2
3
NEUTRONLLC.COM
![Page 55: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/55.jpg)
Unless you have compelling answers to these questions,
you need more focus.
NEUTRONLLC.COM
![Page 56: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/56.jpg)
The most common reason for loss of focusis ILL-CONSIDERED BRAND EXTENSIONS.
NEUTRONLLC.COM
![Page 57: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/57.jpg)
FOCUSED PORSCHE = SPORTS CARS
EXAMPLE:
UNFOCUSED PORSCHE = SPORTS CARS + SUVS
NEUTRONLLC.COM
![Page 58: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/58.jpg)
NEUTRONLLC.COM
![Page 59: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/59.jpg)
THE GOOD GRIPS BRAND HAS GROWN STRONGER WITH EVERY BRAND EXTENSION.
EXAMPLE: NEUTRONLLC.COM
![Page 60: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/60.jpg)
DISCIPLINE 2: COLLABORATE
NEUTRONLLC.COM
![Page 61: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/61.jpg)
LIKE BUILDING
A CATHEDRAL,
BUILDING A BRAND
IS A COLLABORATIVE
PROJECT.
NEUTRONLLC.COM
![Page 62: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/62.jpg)
It takes a villageto build a brand.
NEUTRONLLC.COM
![Page 63: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/63.jpg)
THERE ARE THREE BASIC MODELS
FOR ORGANIZING BRAND COLLABORATION:
NEUTRONLLC.COM
![Page 64: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/64.jpg)
C O M PA N Y
I D E N T I T Y
PA C K A G I N G
P R O M O T I O N S
A N N U A L
R E P O R T S
P R O D U C T
D E S I G N
P U B L I C
R E L AT I O N S
R E S E A R C H
P U B L I C AT I O N S
A D V E R T I S I N G
W E B
D E S I G N
B R A N D
ST R AT E GY
N A M I N G
E V E N T S
E X H I B I T S
C R E AT I V E
S E R V I C E S
S U P P L I E R S
D I R E C T
R E S P O N S E
P O P
D I S P L A Y S
The ONE-STOP SHOP
contains the resources
to develop and
steward the brand.
NEUTRONLLC.COM
![Page 65: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/65.jpg)
Easy to manage
Promise of consistency
Little choice of teams
Little ownership of brand
ONE-STOP SHOP SCORECARD
NEUTRONLLC.COM
![Page 66: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/66.jpg)
I D E N T I T Y
PA C K A G I N G
P R O M O T I O N S
A N N U A L
R E P O R T S
P R O D U C T
D E S I G N
P U B L I C
R E L AT I O N S
R E S E A R C H
P U B L I C AT I O N S
A D V E R T I S I N G
W E B
D E S I G N
B R A N DS T R AT E G Y
N A M I N G
E V E N T S
E X H I B I T S
C R E AT I V E
S E R V I C E S
S U P P L I E R S
D I R E C TR E S P O N S E
P O P
D I S P L A Y S
B R A N D A G E N C Y
The BRAND AGENCY
hires best-of-breed
firms to help develop
and steward the brand.
C O M PA N Y
NEUTRONLLC.COM
![Page 67: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/67.jpg)
Choice of teams
Promise of consistency
Little ownership of brand
BRAND AGENCY SCORECARD
NEUTRONLLC.COM
![Page 68: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/68.jpg)
The INTEGRATED MARKETING TEAM
is managed internally with opencollaboration amongbest-of-breed specialists.
I D E N T I T Y
PA C K A G I N G
P R O M O T I O N S
A N N U A L
R E P O R T S
P R O D U C T
D E S I G N
P U B L I C
R E L AT I O N S
R E S E A R C H
P U B L I C AT I O N S
A D V E R T I S I N G
W E B
D E S I G N
B R A N DS T R AT E G Y
N A M I N G
E V E N T S
E X H I B I T S
C R E AT I V E
S E R V I C E S
S U P P L I E R S
D I R E C T
R E S P O N S E
P O P
D I S P L A Y S
C O M PA N Y
NEUTRONLLC.COM
![Page 69: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/69.jpg)
Choice of teams
Promise of consistency
Ownership of brand
Difficult to manage
INTEGRATED MARKETING TEAM SCORECARD
NEUTRONLLC.COM
![Page 70: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/70.jpg)
IN REALITY, COLLABORATIVE
NETWORKS AREN’T THAT SIMPLE.
NEUTRONLLC.COM
![Page 71: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/71.jpg)
that’s OK.and
NEUTRONLLC.COM
![Page 72: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/72.jpg)
Collaborative networks are not new.
NEUTRONLLC.COM
![Page 73: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/73.jpg)
A successful model has existed for years.
NEUTRONLLC.COM
![Page 74: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/74.jpg)
NEUTRONLLC.COM
![Page 75: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/75.jpg)
Like building a cathedral,making a movie takeshundreds of collaborators.
NEUTRONLLC.COM
![Page 76: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/76.jpg)
JOEL DARTMOUTHKELLY MARINTREVOR CARMICHAELJOHN T. LANDONSHARON BONDLYPAUL DERAINJACQUES SOUVERAINMICHAEL BRANDSTEVEN GOLDSTEINTRENT LOCKARTJACKSON BARNESJOSEPH AKIO TERENCE BRADLEYMO DERENIROBERT UNDERHILLKEN SILVERHILARY PROPRIATOMICHAEL O. KELLHECTOR ABONDASNORMAN BRIERSTACY BRECKSTEINJOE KALEYBRIAN BELSENABRAHAM LENDERT. T. MCBRIDEVAN DERICKEJOHN R. CARLSONVICTOR AMOSSEAN O' KENNAJEFFREY ROCKENDARREL TOM
Carlos GEOFF WRIGHTMARK CONTADINASUE SKENNIANCHARLIE MARQUETTEVICTOR BANERASF. C. CAMERON TELLIE PANOPOULISMARTIN AIRESSTEFAN C. KAISERBILL MOORE
Smoocher BoyAgent Sims
Agent TownsendAgent Kruzic
DijonJean-Michel
KeynesCorelli
JohnstonBillie
Guards
LibrarianField Officer
Bus DriverNight GuardMeter Maid
First DetectiveSecond Detective
Beat CopParking Cop
Helicopter PilotFirst Old Man
Second Old ManTax Collector
Stunt CoordinatorAssistant Stunt Coordinator
Stunt Doubles
MarianaAjax
Sgt. SantosCarter
Smoocher BoyAgent Sims
Agent TownsendDijon
Stunts
STEVE ADRIANBOB CARTERMICKEY DISANTISMIKE FLANAGANGEOFF IPSWICHBARRIE LAWRENCEJACKIE MACDOUGALJAMES PETRICKEMARY STAUFFACHERCORNELIA THERRIENRAUL VALERIA
BENJAMIN BARKELEYGORDON COLERIDGEJILLIAN DRUCKERBILL GEORGEMICHAEL KANTERTERRY LEVINSONGREG NEVILSONPETE POLSONFREDDIE STEENJEREMY TRICKETTRONALD DEAVER-WEBB
TONY BEAUJOLAISIVAN DEVERSONJOE EVANSJULIA HARRISONKENNETH KITTRIDGETED MARSTENBOB OSBORNERAY TELSONCAB UPTONPETER YOUNGROBERT G. RUNYAN
Hong Kong Kung Fu Team
YUAN Tiger CHU CHEN Dragon SENNEUTRONLLC.COM
![Page 77: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/77.jpg)
FRANCIE MASCAREN THOMASONMIGUEL TRASEROFRANCES CHUPEDRO BOGANILLONUALA CORIANTRACY COLLISTONSERGIO MOLOBENJAMIN HIRASUNASTEPHANIE RANDGERI DEMONDESTELLAN GRETZKEMADELINE BARRLANCE DUNSTABLEMARCO DIPAOLODEN MCENERYLISA BARHAMDRU LEE MANNINGCARRIE DUNEMARIE BELLEAUPAUL POLITOROCK HANDLERGORDON ALBRIGHTCRIS MORTENBARRIE M. HORSTJACOB TREIBHORACE STEINTHOM CARRABINEART KELLEHERLUCIANO PROPRIODAVID BELLZUZU MANHEIMKAREN CAROLUSJ. D. WHEATLYWILLIAM TREVANTSTU JEFFERSONJOSH KNIPPLECOLIN FARRINGDONPETER STANISLOVKIT GOINESBENNIE JAMESONRICK DEMISSTANLEY FREYG. G. NEWMANDAVID WEINBERGRICKY MONROEWILLI STRASBURGSTAN BENTONCHARLES CRIVORNNORM LOFGRENVIC DOLANGIORGIO VIVATOTEL STEPHENOPOLISTRINI GONZALEZMARCI STEINBELINDA MCNAIRCARI DUNNMICHELLE TONASROBERTO BELLINITRICIA RARIO
Manners and Modes SupervisorStoryboard Artists
Art Department ResearcherArt Department Coordinator
Conceptual DesignerGraphics
IllustratorSet Designers
Set Decorators
Script SupervisorCamera Operator
Steadycam Operator1st Assistant Camera
2nd Assistant CameraStill Photographer
Sound RecordistBoom Operators
Video Operator
Property Master
Action Vehicle CoordinatorsGaffer
Best BoyRigged Gaffers
Props
Key GripHead Grip
Dolly Grips
Rigging GripMake-up Artists
NEUTRONLLC.COM
![Page 78: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/78.jpg)
TIM CURRIEDONALD VERESDAVID HUSSEINBRIDGET QUESTEDFRANCESCA ROTIGREG STONEWILL SUTTONINGE JOHANSSONDREW CRAINURSULA BIERSCH
JARED BAGMANKAROL CONSTRANDY HARDWICKMAL GERICKECASS MONAHANPATRICE ARNEMPEDRO CARILLOSANDY PRIESTLYJOHN LANGORFBRENDA CALEMARK THOMASKYLE M. SULLIVANPATRICK MAHONEYSTAV PROMIDESMARGRIET BILLTANIA SHAUBBENNET JURIANCHUCK TRALIKPENNY GARCIAGRAYSON TRUESLIM DELGADOBATOUTAHELL, INCPACIFIC DREAMS, LLCARTISTIC RECORDS, INC.JAY FLAMMER
Dig Composite Supv
Digital Compositors
Background Artists
CGI Lead Animators
CGI Animators
VFX SupervisorProgrammer
System AdminProduction Admin
Production AideProducer
Scene GraphicsCGI Artist Coord
CGI Designer
Compositors
I/O SupervisorAssorted Visual Effects
Color TonerNegative Cutter
Titles Designed byOpticals by
Soundtrack Album onMicroscopic Cinematography by
CGI Artists
VISUAL LOGIC, LLC
`The Producers Wish to Thank the FollowingNASA
CITY OF NEW YORKTHE MARITIME CENTER OF SYDNEY
LOS ANGELES POLICE THE CITY OF BEND, OREGON
SULTAN OF BRUNEI
Filmed on Location inCAPE KENNEDYNEW YORK CITY
SYDNEY, AUSTRALIALOS ANGELES, CALIFORNIA
BEND, OREGON
Filmed with OMNIVISON Cameras and LensesColor by COLORLAB, INC.
Prints by VISTACHROME
NEUTRONLLC.COM
![Page 79: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/79.jpg)
IN THE 1990s,
CREATIVE COLLABORATION SPREAD TO BRAND-BUILDING.
NEUTRONLLC.COM
![Page 80: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/80.jpg)
EXAMPLE:
The Netscape brand was builton the Hollywood model.
NEUTRONLLC.COM
![Page 81: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/81.jpg)
Wide experience
leads to deep insights.
MYTH:
NEUTRONLLC.COM
![Page 82: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/82.jpg)
Deep insights come from deep experience.
FACT:
NEUTRONLLC.COM
![Page 83: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/83.jpg)
NEUTRONLLC.COM
![Page 84: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/84.jpg)
NEUTRONLLC.COM
![Page 85: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/85.jpg)
WHY?
NEUTRONLLC.COM
![Page 86: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/86.jpg)
Because
MAGIC.
the mathematics of collaboration is nothing less than
NEUTRONLLC.COM
![Page 87: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/87.jpg)
DISCIPLINE 3: INNOVATE
NEUTRONLLC.COM
![Page 88: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/88.jpg)
not strategy—is where the rubber meets the road.
Execution—
NEUTRONLLC.COM
![Page 89: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/89.jpg)
CREATIVITY IS WHAT GIVES BRANDS THEIR TRACTION IN THE MARKETPLACE.
NEUTRONLLC.COM
![Page 90: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/90.jpg)
Why do companies have so much trouble with creativity?
Because creativity is right-brained,
and strategy is left-brained.
NEUTRONLLC.COM
![Page 91: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/91.jpg)
STRATEGIC THINKING
A B C D
NEUTRONLLC.COM
![Page 92: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/92.jpg)
CREATIVE THINKING
V
D
Q
Z
NEUTRONLLC.COM
![Page 93: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/93.jpg)
NEUTRONLLC.COM
![Page 94: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/94.jpg)
THE REASON THE BEATLES WERE WILDLY SUCCESSFUL
IS BECAUSE “THEY NEVER DID THE SAME THING ONCE.”
NEUTRONLLC.COMNEUTRONLLC.COM
![Page 95: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/95.jpg)
QUESTION:
How do you know when an idea is innovative?
NEUTRONLLC.COM
![Page 96: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/96.jpg)
WHEN IT SCARES THE HELL OUT OF EVERYBODY.
ANSWER: NEUTRONLLC.COM
![Page 97: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/97.jpg)
TOO PREDICTABLE = NO SURPRISE
NO SURPRISE = NOTHING NEW
NOTHING NEW = NO VALUE
NEUTRONLLC.COM
![Page 98: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/98.jpg)
the brand needs a stand-out name.
To begin with,
NEUTRONLLC.COM
![Page 99: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/99.jpg)
The seven criteria of a stand-out name:
DISTINCTIVENESS
BREVITY
APPROPRIATENESS
EASY SPELLING AND PRONUNCIATION
LIKABILITY
EXTENDABILITY
PROTECTABILITY
1
2
3
4
5
6
7NEUTRONLLC.COM
![Page 100: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/100.jpg)
A GREAT NAME deserves GREAT GRAPHICS.
NEUTRONLLC.COM
![Page 101: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/101.jpg)
NEWSFLASH!
LOGOS ARE DEAD. LONG LIVE ICONS AND AVATARS!
NEUTRONLLC.COM
![Page 102: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/102.jpg)
An ICON is a name and visual symbolthat suggests a market position.
NEUTRONLLC.COM
![Page 103: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/103.jpg)
EXAMPLE:
CBS. The network for “eye-popping” television.
NEUTRONLLC.COM
![Page 104: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/104.jpg)
An AVATAR is a brand icon thatcan move, change, and operatefreely in various media.
NEUTRONLLC.COM
![Page 105: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/105.jpg)
EXAMPLE:
CINGULAR: The “self-expression” cellular service.
NEUTRONLLC.COM
![Page 106: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/106.jpg)
For products that sell at retail,
the package is often the best and last chance to make a sale.NEUTRONLLC.COM
![Page 107: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/107.jpg)
The hardest-working packages follow
a natural reading sequence.
Notices the package
Asks “What is it?”
Wonders “Why should I care?”
Wants to be persuaded
Needs proof
1
2
3
4
5
THE SHOPPER:
NEUTRONLLC.COM
![Page 108: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/108.jpg)
By presenting informationto match this sequence,a package can sell theproduct more effectively.
NEUTRONLLC.COM
![Page 109: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/109.jpg)
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 pageLIKE 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
![Page 110: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/110.jpg)
fatDoes our website look
in this dress?
NEUTRONLLC.COM
![Page 111: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/111.jpg)
Too many websites are bloated with irrelevant information.
NEUTRONLLC.COM
![Page 112: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/112.jpg)
WHY?
NEUTRONLLC.COM
![Page 113: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/113.jpg)
1 TURFISMO(Every department wants to be on the home page)
NEUTRONLLC.COM
![Page 114: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/114.jpg)
2 FEATURITIS(Inexperienced communicators believe more is better)
NEUTRONLLC.COM
![Page 115: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/115.jpg)
TECHNOPHOBIA(Experienced communicators resist new media)
3
NEUTRONLLC.COM
![Page 116: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/116.jpg)
QUIZ:Which of these sites looks easier to use?
NEUTRONLLC.COM
![Page 117: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/117.jpg)
NEUTRONLLC.COM
![Page 118: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/118.jpg)
NEUTRONLLC.COM
![Page 119: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/119.jpg)
DISCIPLINE 4: VALIDATE
NEUTRONLLC.COM
![Page 120: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/120.jpg)
VALIDATION means bringing theaudience into the creative process.
NEUTRONLLC.COM
![Page 121: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/121.jpg)
THE OLD COMMUNICATION MODEL WAS A MONOLOGUE.
SENDER MESSAGE RECEIVERS E N D E R M E S S A G E R E C E I V E R
NEUTRONLLC.COM
![Page 122: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/122.jpg)
SENDER MESSAGE RECEIVERS E N D E R M E S S A G E R E C E I V E R
THE NEW COMMUNICATION MODEL IS A DIALOGUE.
NEUTRONLLC.COM
![Page 123: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/123.jpg)
QUESTION:
How can you test your most creative ideasBEFORE they get to market?
NEUTRONLLC.COM
![Page 124: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/124.jpg)
HINT:
Not with largequantitative studiesor focus groups.
NEUTRONLLC.COM
![Page 125: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/125.jpg)
QUANTITATIVE STUDIES BURY THE PROBLEM IN HEAPS OF UNHELPFUL DATA.
NEUTRONLLC.COM
![Page 126: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/126.jpg)
FOCUS GROUPS WERE INVENTED TO FOCUS
THE RESEARCH, NOT BE THE RESEARCH.
NEUTRONLLC.COM
![Page 127: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/127.jpg)
QUICK, CHEAP,
DIRTY.AND
THE BEST TESTS ARE
NEUTRONLLC.COM
![Page 128: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/128.jpg)
Better a rough answer to the right question
than a detailed answer to the wrong question.
NEUTRONLLC.COM
![Page 129: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/129.jpg)
NEUTRONLLC.COM
![Page 130: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/130.jpg)
If the names and graphics of two trademarks are
better when swapped, then neither is optimal.
NEUTRONLLC.COM
![Page 131: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/131.jpg)
EXISTING TRADEMARKS
NEUTRONLLC.COM
![Page 132: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/132.jpg)
WITH NAMES SWAPPED
NEUTRONLLC.COM
![Page 133: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/133.jpg)
CHEAP-QUICK-DIRTY TEST 2:
The HAND TEST is a proof for a distinctive voice.
NEUTRONLLC.COM
![Page 134: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/134.jpg)
If you can’t tell who’s talking when the trademark
is covered, then the brand’s voice is not distinctive.
NEUTRONLLC.COM
![Page 135: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/135.jpg)
NEUTRONLLC.COM
![Page 136: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/136.jpg)
CHEAP-QUICK-DIRTY TEST 3:
The FIELD TEST is a proof for any concept
that can be prototyped.
NEUTRONLLC.COM
![Page 137: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/137.jpg)
If your audience can’t verbalize your concept,
you’ve failed to communicate it.
NEUTRONLLC.COM
![Page 138: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/138.jpg)
SHOPPERS CHARACTERIZED
THE PACKAGE CONCEPT
ON THE MIDDLE-RIGHT SHELF
AS “A FASTER PENCIL.”
BINGO.
NEUTRONLLC.COM
![Page 139: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/139.jpg)
Field tests measure five things:
DISTINCTIVENESS
RELEVANCE
MEMORABILITY
EXTENDABILITY
DEPTH OF MEANING
1
2
3
4
5
NEUTRONLLC.COM
![Page 140: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/140.jpg)
TESTING MIGHT HAVE SAVED SOME OF THESE COMPANIES FROM THE GREAT SWOOSH EPIDEMIC.
![Page 141: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/141.jpg)
HAS THE GLOBE BECOME THE NEW SWOOSH?
NEUTRONLLC.COM
![Page 142: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/142.jpg)
DISCIPLINE 5: CULTIVATE
NEUTRONLLC.COM
![Page 143: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/143.jpg)
Business is a process, not an entity.
NEUTRONLLC.COM
![Page 144: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/144.jpg)
A living brand is a pattern of behavior,
not a stylistic veneer.
NEUTRONLLC.COM
![Page 145: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/145.jpg)
Brands are like people.
NEUTRONLLC.COM
![Page 146: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/146.jpg)
C. D. E.
IF PEOPLE CAN CHANGE THEIR CLOTHES WITHOUT CHANGING THEIR CHARACTERS…
NEUTRONLLC.COM
![Page 147: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/147.jpg)
WHY CAN’T BRANDS?
NEUTRONLLC.COM
![Page 148: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/148.jpg)
NEUTRONLLC.COM
![Page 149: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/149.jpg)
NEUTRONLLC.COM
![Page 150: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/150.jpg)
IF A BRAND LOOKS LIKE A DUCK AND SWIMS
LIKE A DOG, PEOPLE WILL DISTRUST IT.
NEUTRONLLC.COM
![Page 151: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/151.jpg)
So let’s say you’ve
DIFFERENTIATED,
COLLABORATED,
INNOVATED,AND VALIDATED.
NEUTRONLLC.COM
![Page 152: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/152.jpg)
YOU’VE ADDED THE LEFT BRAIN TO THE RIGHT BRAIN.
+
NEUTRONLLC.COM
![Page 153: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/153.jpg)
NEUTRONLLC.COM
![Page 154: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/154.jpg)
YOU’VE USED TESTING TO BANISH THE FEAR OF STUPID.
+ +
NEUTRONLLC.COM
![Page 155: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/155.jpg)
Your brand is now NUMBER ONE in its category.
NEUTRONLLC.COM
![Page 156: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/156.jpg)
What’s your next move?
NEUTRONLLC.COM
![Page 157: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/157.jpg)
PASS OUT THE COMPASSES.
NEUTRONLLC.COM
![Page 158: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/158.jpg)
What’s a compass?
NEUTRONLLC.COM
![Page 159: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/159.jpg)
A continuing brand education program.
NEUTRONLLC.COM
![Page 160: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/160.jpg)
NEUTRONLLC.COM
![Page 161: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/161.jpg)
NEUTRONLLC.COM
![Page 162: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/162.jpg)
The more
D I S T R I B U T E D
the stronger its management needs to be.
a brand becomes,
NEUTRONLLC.COM
![Page 163: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/163.jpg)
What your company needs is a CBO,
or CHIEF BRANDING OFFICER.
NEUTRONLLC.COM
![Page 164: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/164.jpg)
THE CBO FORMS A HUMAN BRIDGE BETWEEN LOGIC AND MAGIC, STRATEGY AND DESIGN.
NEUTRONLLC.COMNEUTRONLLC.COM
![Page 165: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/165.jpg)
BY MASTERING THE FIVE DISCIPLINES OF BRANDING, THE COMPANY CREATES A VIRTUOUS CIRCLE.
V A L I D AT I O N
C U L T I V AT I O N D I F F E R E N T I AT I O N
I N N O V AT I O N
C O L L A B O R AT I O N
NEUTRONLLC.COM
![Page 166: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/166.jpg)
WITH EVERY TURN AROUND THE CIRCLE, THE VALUE OF THE BRAND SPIRALS HIGHER.
NEUTRONLLC.COM
![Page 167: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/167.jpg)
YOU BUILD
NEUTRONLLC.COM
![Page 168: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/168.jpg)
A sustainable competitive advantage.
NEUTRONLLC.COM
![Page 169: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/169.jpg)
Marty Neumeier is president of a San Francisco-basedbrand 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.
ABOUT THE AUTHOR
![Page 170: The brand-gap](https://reader035.vdocument.in/reader035/viewer/2022070315/554ec41db4c905064d8b4a5c/html5/thumbnails/170.jpg)
Need books for your branding team?
Bulk discounts on the THE BRAND GAP are available for educational and corporate groups.
Contact [email protected].
NEUTRONLLC.COMNEUTRONLLC.COM