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Brands are defined by customers, not companies from "summary" of The Brand Gap by Marty Neumeier
Brands are created in the minds of customers, not in the boardrooms of companies. It's not about what you say your brand is, but rather what customers perceive it to be. Your brand exists in the minds of those who experience it, not in the words of those who create it. This means that understanding your customers is crucial in building a successful brand. When customers interact with your brand, they form perceptions based on their experiences. These perceptions are what ultimately shape your brand identity. It's important to note that these perceptions can vary from one customer to another, as everyone has a unique experience with your brand. Therefore, it's essential to listen to your custome...
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