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A brand is a story that never stops unfolding from "summary" of The Brand Gap by Marty Neumeier
A brand is not a static thing - it's a living entity that evolves over time. Just like a person, a brand has a past, present, and future. It grows, changes, and adapts to its environment. It's a story that is constantly being told, with each chapter building upon the last. When you think about it, a brand is really just a collective perception held in the minds of customers. It's not something you can control or dictate - it's something that is shaped by every interaction someone has with your brand. Every touchpoint, every experience, every piece of content contributes to the story that is being told. So, in essence, a brand is a never-ending...
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