The Brand Gap

From J to McCombs to English at Work, seems like “Brand” is what I do now. As I try to focus my method, I thought again of this great slideshow about brand.

Here are a few notes and favorite lines:

14: A Brand is a person’s gut feeling about a product, service, or organization.

28: Problem: In most companies, strategy is seperated from creativity by a wide gap.

29: On one side are strategic thinkers (analytical, logical, linear, numerical, verbal) and on the other side are creative thinkers (intuitive, emotional, spatial, visual, physical).

32: A charismatic brand is any product, service, or oranization for which people believe there’s no substitute.

34: Charismatic brands: Amazon, Apple, Disney, DK Books, Google, Idea, Krispy Kreme, Levi’s, Mini Cooper, Nordstrom, Oxo Goodgrips, Rubbermain, Samsung, Southwest Airlines, Virgin

50: Who are you? What do you do? Why does it matter?

51: Unless you have compelling answers to these questions, you need more focus.

54: Ban brand extensions are those that chase short-term profits at the expense of long-term brand value. Good brand extensions grow the value of a brand by reinforcing its focus.

Differentiate, Collaborate, Innovate, Validate


Our ______ is the only _____ that ______. Brand name, product category, uniqueness.

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I'm j and I play: musician, web guy, family man.

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