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A brand is a promise delivered from "summary" of The Brand Gap by Marty Neumeier
Think of your favorite brand. What comes to mind? Is it the logo, the colors, the products? While these elements are important, they are not the essence of a brand. A brand is much more than just a logo or a product. It is a promise. A promise to deliver a certain experience or benefit to the consumer. When a company creates a brand, it is essentially making a promise to its customers. This promise is communicated through everything the company does - from its products and services to its marketing and customer service. The brand becomes a symbol of this promise, a guarantee of what customers can expect when they interact with the company. But here's the key - a...
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