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[digest] about BRAND & DESIGN



It was quoted from “ZAG" & “The Brand Gap" by Marty Neumeier


  • BRANDs don’t develop in isolation.  They result from the interaction of thousands of people — employers, suppliers, distributors, partners, stockholders, customers etc.  over a long period of time.
  • executives or marking people
  • strategy consultants
  • design firms
  • advertising agencies
  • research companies
  • PR firms
  • industrial designers
  • environmental designs
  • BRANDing is community.
  • Shift in Business : from ownership to partnerships, from individual tracks to collaborative.
  • The network organization isn’t new.  A successful model of un-bundling has existed for years.  It’s called Hollywood.
  • Branding projects use prototypes as well, instead of a script; brand collaborators rely on a creative brief, instead of storyboard by Hollywood; they use mock-ups or drafts.
  • Prototypes provide a “near life" experience for the collaborators.
  • Unfortunately, the left brain doesn’t always know what the right brain is doing, whenever there is a rift between strategy and creativity — between logic and magic — there is a brand gap.
  • WHY aesthetics?  Because it is the language of feeling and people value feeling more than information.
  • Aesthetics is so powerful that it can turn a commodity into a premium product.
  • Any brand, backed by enough courage and imagination, can become a charismatic brand.
  • For branding, the danger is rarely too much focus, but too little.  An unfocused brand  is one that is so broad that it doesn’t stand for anything.
  • It is often better to be number one in a small category than to be number three in a large one.
  • Competition forces specialization.  The law of the jungle is “survival of the fittingness".
  • Brand extensions make less sense when they’re driven by a desire for short-term profits without regard to focus.
  • It is aimed to bridge the gap between logic and magic to build a sustainable competitive advantage.
  • brand ≠ logo ≠ symbol ≠ monogram ≠ trademark
  • brand ≠ CI ≠ VI ≠ consistency
  • brand ≠ product
  • To manage a brand is to manage sth much less tangible — an ura, an invisible layer of meaning that surrounds the products.
  • The brand is defined by individuals, not by …
  • To compare a brand with others, we only need to know what makes it different.
  • BRAND —> differences in the minds of people
  • Why is the idea of brand such a Big Deal now?
  • mass production or mass customization
  • multiplied purchasing choices
  • information-rich but time poor
  • OLD method of judging : features & benefits, while NEW: symbolic attribute like “tribe"  & “trust"
  • Trust Creation is a fundamental goal of brand design.
  • Trust is ultimate shortcut to a buying decision, and the bedrock of modern branding.
  • What gets measured gets done.
  • Use design to encourage trust.

  • Innovation is what gives brands traction in marketplace.
  • Human beings are social animals — our natural inclination is to go with the group.
  • Creativity, however, demands the opposite.  It requires an unnatural act.  To achieve originality, we need to abandon the comforts of habit, reason, and the approval of our peers, and strike out in new directions.
  • MAYA – the Most Advanced Yet Acceptable.
  • Creative Professional excel at MAYA… Without fresh thinking, there’s no chance of magic.
  • Brand or Bland ?
  • “Take care to get born well."
  • High-imaginary names are more memorable than low-imaginary names.
  • “Our plan is to LEAD the public." — by SONY founder Akiomorita.
  • Innovators often feel that using research is like trying to chart the future in rear view mirror.
  • Creativity is subjective, but it is only subject until it reaches the marketplace, then, it is measurable by the market itself.

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