What could be duller than a book on branding? Let’s see. How about a car commercial? A tall glass of skim milk? Or this: A BLOG on branding? Sorry, it’s no contest. Most BOOKS on branding are as thrilling as a lawn covered with soggy leaves.
Ah, but I've found one that sings – Marty Neumeier’s The Brand Gap (New Riders, 2006). Neumeier takes recognized lessons on branding, stirs in prejudices favoring clarity and emotion, and serves up a lively sermon on building brands.
The premise is that strategy must be integrated with creative design (bridging the gap). But that’s merely a convenient theme. Neumeier deconstructs the process of developing brands, analyzes each step in a few words and illustrates his lessons with superb graphics.
Why is this not dull? Good judgment, sharp style. You’ve got to appreciate a critic who admits that “when the Nike folks say “Just do it,” they’re peering into my soul.”
Neumeier runs a consulting shop called Neutron. I’ve assigned his book to my grad class in brand strategy. You can read the thing in a single rainy afternoon. Its truths will resonate… and the writing will spark insights.
Of course, if you want real excitement in life, put MOLASSES in your skim milk, shut off the car commercials and keep reading this blog.