I read "the Brand Gap" by Marty Neumeier that was suggested by my mentor. It has nice illustrations, easy to read(big types), and easy to understand. It also had little/quick summary at the back.
He says,
"A brand is a person's gut feeling about a product, service, or company. It's not what you say it is. It's what THEY say it is."
"People base their buying decisions more on symbolic cues than features, benefits, and price. Make sure your symbols are compelling."
To DIFFERENTIATE
"To begin building your brand, ask yourself three questions: 1) who are you? 2)what do you do?
3)why does it matter?
"We look for contrast"
"When we come upon a new product, package, or page layout that uses contrast masterfully-not only in its design but in its very concept-we find it aesthetically pleasing. We like it"
"Our brains filter out irrelevant information, letting in only what's different and useful. Tell me again, why does your product matter?"
"Differentiation has evolved from a focus on "what it is," to "what it does,"to "how you'll feel," to "who you are." While features, benefits, and price are still important to people, experiences and personal identity are even more important"
"As globalism removes barriers, people erect new ones. They create tribes-intimate worlds they can understand and participate in. Brand names are tribal gods, each ruling a different space within the tribe."
"A focused brand knows exactly what it is, why it's different, and why people want it"
There are more useful and inspirational points in the book, worth reading it!
He says,
"A brand is a person's gut feeling about a product, service, or company. It's not what you say it is. It's what THEY say it is."
"People base their buying decisions more on symbolic cues than features, benefits, and price. Make sure your symbols are compelling."
To DIFFERENTIATE
"To begin building your brand, ask yourself three questions: 1) who are you? 2)what do you do?
3)why does it matter?
"We look for contrast"
"When we come upon a new product, package, or page layout that uses contrast masterfully-not only in its design but in its very concept-we find it aesthetically pleasing. We like it"
"Our brains filter out irrelevant information, letting in only what's different and useful. Tell me again, why does your product matter?"
"Differentiation has evolved from a focus on "what it is," to "what it does,"to "how you'll feel," to "who you are." While features, benefits, and price are still important to people, experiences and personal identity are even more important"
"As globalism removes barriers, people erect new ones. They create tribes-intimate worlds they can understand and participate in. Brand names are tribal gods, each ruling a different space within the tribe."
"A focused brand knows exactly what it is, why it's different, and why people want it"
There are more useful and inspirational points in the book, worth reading it!
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