Brand Gap, Revised Edition, The

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that it has four possible goals: to identify, to inform, to entertain, or to persuade.

Marty Neumeier • Brand Gap, Revised Edition, The

“We’re John Deere. We make farm tractors and related equipment. It matters because generations of farmers have trusted our equipment.” Their trademark is a silhouette of a leaping stag, and their tagline is “Nothing runs like a Deere.”

Marty Neumeier • Brand Gap, Revised Edition, The

A charismatic brand can be defined as any product, service, or company for which people believe there’s no substitute.

Marty Neumeier • Brand Gap, Revised Edition, The

Use design to encourage trust.

Marty Neumeier • Brand Gap, Revised Edition, The

Brands such as Coca-Cola, Apple, Nike, IBM, Virgin, IKEA, BMW, and Disney have become modern icons because they stand for things that people want—i.e., joy, intelligence, strength, success, comfort, style, motherly love, and imagination.

Marty Neumeier • Brand Gap, Revised Edition, The

Trust creation is a fundamental goal of brand design.

Marty Neumeier • Brand Gap, Revised Edition, The

Among the hallmarks of a charismatic brand are a clear competitive stance, a sense of rectitude, and a dedication to aesthetics. Why aesthetics? Because it’s the language of feeling, and, in a society that’s information-rich and time-poor, people value feeling more than information.