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A brand is a person's gut feeling about a product, service, or company from "summary" of The Brand Gap by Marty Neumeier
Think of a brand as a gut feeling because that's what it is. It's not what you say it is. It's what they say it is. It’s a gut feeling because people are emotional, intuitive beings, not logical, and rational ones. They have feelings about a product or service that are based on their emotions and instincts, not just on facts and features. Branding is not just a logo, a name, or a tagline. It's a gut feeling that people have about a company, product, or service. It's the emotional response that people have when they think about a brand. And this gut feeling is created by everything they know, hear, see, and experience about the brand. When people have a positive gut feeling about a brand, they are more likely to buy from it, recommend it to others, and become loyal customers. But when they have a negative gut feeling about a brand, they...
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