Summary of Marty Neumeier's The Brand Gap

Please note: This is a companion version & not the original book.

#1 The three little questions are a litmus test for what makes you different, what gives your company its raison d’etre. A good example of a company that understands differentiation is John Deere, which makes farm tractors and related equipment.

#2 The human brain is a filter that protects us from the vast amount of irrelevant information that surrounds us every day. It learns to tell things apart by comparing them to data from earlier experiences.

#3 The shift from a one-size-fits-all economy to a mass-customization economy has led to the attention of marketing shifting from features to benefits to experience to tribal identification.

#4 We need divisions just as much as we need ways to transcend them. Without barriers, there would be no safety against war, disease, natural disaster, or a feeling of alienation. The faster globalism removes barriers, the faster people erect new ones.

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