Bridging the Gap Between Brand Strategy and Design

I found this great presentation on brands that Marty Neumeier from Neutron, LLC, put together recently.  Marty is also an author who has written several books, including The Brand Gap and Zag.

Marty’s presentation is visually interesting and worth looking at from a pure design standpoint.  It also encompasses 164 slides, but you can flip through it in about 5 minutes.

Marty starts out with a definition of brands by stating what brands are not:

  • Brands are not a logo
  • Brands are not an identity
  • Brands are not a product

Instead, a brand is what people (your customers) say it is.

From there, Mary segues into a discussion of the 5 Disciplines of Brand Building that include:

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

Finally, you can read more about Marty and his view of brands in this interview posted on the Neutron website.


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