The Brand Gap

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The Brand Gap is a helpful presentation (and book) from Marty Neumeier, president of brand consultancy Neutron. It explores the five disciplines you need to build your brand:

1) Differentiate
2) Collaborate
3) Innovate
4) Validate
5) Cultivate

I think it’s useful to explain the similarities between brands and people and Marty does a good job of this (slides 138-142). He emphasizes that branding has shifted from controlling the look and feel of a brand to controlling the character of a brand. I would presume the pervasiveness of social networking technologies has a great deal to do with that shift.

The Neutron website also has a lot of other useful branding information in their Steal This Idea section.