Marty Neumeier’s The Brand Gap is a quick read that leaves you with a lot. Neumeier left behind prose for this one and presents his ideas in a presentational “white board” format. Once you’ve flipped through, you’ve learned what a brand really is and how to create an effective one.
I think the book falls in line with Seth Godin’s tenet that everyone in the company is a marketer. Everyone in your company contributes to its brand. If accounting is late on paying a bill, that department has left an impression about its culture on whomever was effected. Your company’s brand is not just its logo. It’s how people experience interactions with your company.
I love this kind of stuff because it discourages companies from cutting corners. A company best be concerned with its value and customer experience, or else it will be yet another story to tell about failed companies.
Everyone’s becoming a commodity, but some are not perceived as so. As a person and a company, how are you being perceived?