What is Branding? A deep dive with Marty Neumeier

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The Futur
Published at : 24 Jan 2021
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How to get started in branding? What is branding? A brand is not a logo. A brand is not a product. A brand is not a promise. A brand is not the sum of all the impressions it makes on an audience. A brand is a result–it's a person's gut feeling about a product, service or company. It's in their heads and in their hearts. A brand is your reputation.

Marty Neumeier started as a graphic designer and copywriter in the 1970s. In 1984, when the Macintosh launched, he moved to Silicon Valley to help companies like Apple, Netscape, HP, Adobe, and Google build their brands.

"Your brand isn’t what you say it is. It’s what they say it is."

http://www.martyneumeier.com/

Books by Marty Neumeier
The Brand Gap - https://amzn.to/2Q26Kh4
Zag - https://amzn.to/2M2dwly
The Designful Company - https://amzn.to/2r24ttz
Metaskills - https://amzn.to/2Z8GJAR
The 46 Rules Of Genius - https://amzn.to/34vpHO8
The Brand Flip - https://amzn.to/35AJf4Y

02:00 - How did Marty Neumeier end up at art center
06:00 - How Marty Neumeier became so articulate and concise in his writing
08:30 - The advice Marty Neumeier has for young people to communicate what branding means for companies
10:50 - What is branding? What branding is not. The definition from the brand master himself Marty Neumeier
16:20 - What advice would Marty Neumeier give to point someone in the right direction?
22:00 - What Marty Neumeier did to get brand new business in the beginning of his career
27:00 - How Marty Neumeier became a business man
30:00 - What Marty Neumeier has to say on specializing and niching down
33:00 - How does Marty Neumeier measure ROI of branding?
46:00 - How Marty Neumeier presents to a clients. Give the business people what they want to hear.
50:00 - how Marty Neumeier did a deal for $500k with Apple
58:00 - The results of specializing
1:00:00 - Marty Neumeier’s pitch when he was first starting out (You’re going to watch this over and over)
1:05:00 - What got Marty Neumeier to write The Brand Gap
1:12:00 - Marty Neumeier’s new book “Scramble”
1:19:00 - The 5 levels of branding from Marty Neumeier

#Brand #Branding #Zag #MartyNeumeier
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