The Brand Gap, Revised Edition by Marty Neumeier

Author:Marty Neumeier [Neumeier, Marty]
Language: eng
Format: mobi
Publisher: Pearson Education (US)
Published: 2005-08-04T04:00:00+00:00

Testing Might Have Saved Some Of These Companies From The 1999 Swoosh Epidemic.

Has The Globe Become The New Swoosh?

Discipline 5. Cultivate

The Living Brand

Business is a process, not an entity. Successful businesses are those that continually adapt to changes in the marketplace, the industry, the economy, and the culture. They behave more like organisms than organizations, shifting and growing and dividing and combining as needed. Unlike the old corporate identity paradigm that prized uniformity and consistency, the new brand paradigm sacrifices those qualities in favor of being alive and dynamic.

Perfection? It never existed. Control? Fuhget-aboudit. As entrepreneurial consultant Guy Kawasaki advises his clients: “Don’t worry, be crappy.” Let the brand live, breathe, make mistakes, be human. Instead of trying to present a Teflon-smooth surface, project a three-dimensional personality, inconsistencies and all. Brands can afford to be inconsistent—as long as they don’t abandon their defining attributes. They’re like people. For example, in the morning you can wear a T-shirt, and in the evening a dress shirt. One moment you can be serious, and the next laugh out loud. Despite these apparent inconsistencies in your dress and demeanor, your friends and colleagues will still recognize you. What makes you “you” is deeper than appearances and moods. I’ll venture one step further, and say that brands that don’t project depth and humanity tend to create suspicion among customers.

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