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A brand is a filter for decisionmaking from "summary" of The Brand Gap by Marty Neumeier
A brand is not just a logo or a product, it's a filter that helps us make decisions. When faced with a plethora of choices, a strong brand can simplify the decision-making process by providing a clear set of values and attributes. These values and attributes act as a lens through which we can view the options available to us, helping us filter out the noise and focus on what truly matters to us. Think of a brand as a shortcut to understanding. Instead of having to analyze every option on its own merits, we can rely on our knowledge of a brand to guide us towards the right choice. This is especially important in today's fast-paced world, where we are bombarded with information and options at every turn. A strong brand can cut through the clutter and make our decision-making process more efficient and effective. In essence, a brand is a promise. It promises a certain level of quality, reliability, and satisfaction. When we make a decision based on a brand, we are essentially trusting that promise to deliver. This trust is built over time through consistent messaging and experiences that reinforce the values and attributes of the brand. By using a brand as a filter for decision-making, we can align our choices with our values and beliefs. This not only makes the decision-making process easier, but also ensures that we are making choices that are in line with who we are and what we stand for. In this way, a brand becomes more than just a logo or a product – it becomes a guiding light that helps us navigate the complexities of the modern world.
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