The Brand, Coke’S Glass Would Be Half Empty
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Designing Brand Identity
Designing Brand Identity Cover design: Jon Bjornson This book is printed on acid-free paper. Copyright © 2013 by Alina Wheeler. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400, fax 978-646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, 201-748-6011, fax 201-748-6008, or online at http://www.wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with the respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor the author shall be liable for damages arising herefrom. -
Why Customers Now Run Companies— and How to Profit from It a Whiteboard Overview by Marty Neumeier
WHY CUSTOMERS NOW RUN COMPANIES— AND HOW TO PROFIT FROM IT A WHITEBOARD OVERVIEW BY MARTY NEUMEIER TO MY TRIBE PREFACE You hold in your hand a book. But what is a book? Is it something you buy or something you become? To many authors and publishers, a book is 75,000 words on 300 pages held between two rigid covers that measure 6 by 9 inches. Or, it’s 75,000 electronic words that can be resized, customized, read, and annotated by the user. Every book is both container and content. The container is what gets made, advertised, sold, and distributed. If it looks like a book, feels like a book, and downloads like a book, it must be a book. But what about the content? What if some people view a business book not as a trophy on their bookshelf but as a step change in their career? What if some people—and here I mean you—want the most inspiration in the least number of hours? In that case, a book needs to have the leastnumber of words, not the most. It should be designed to stay in your mind, not in your hand. It should get you out from the covers and into your projects as fast as possible. And it should reveal its deeper wisdom reading after reading. This is the book I tried to write. It’ll require two hours of your valuable time, which I don’t take lightly. But if it’s the book you need, it’ll pay you back for years. -
The Designful Company: How to Build a Culture of Nonstop Innovation
The Designful Company How to Build a Culture of Nonstop Innovation Marty Neumeier THE DESIGNFUL COMPANY How to Build a Culture of Nonstop Innovation A Whiteboard Overview By Marty Neumeier New Riders 1249 Eighth Street Berkeley, CA 94710 510/524-2178 510/524-2221 (fax) New Riders is an imprint of Peachpit, a division of Pearson Education Find us on the World Wide Web at: www.peachpit.com To report errors, please send a note to [email protected] Copyright © 2009 by Marty Neumeier Project Editor: MICHAEL J NOLAN Production Editor: DAVID VAN NESS Book Designer: CLAUDIA FUNG Proofreader: LIZ WELCH Indexer: REBECCA PLUNKETT Notice of Rights All rights reserved. No part of this book may be reproduced or transmitted in any form by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. For information on getting permission for reprints and excerpts, contact [email protected]. Notice of Liability The information in this book is distributed on an “As Is” basis without warranty. While every precaution has been taken in the preparation of the book, neither the author nor Peachpit shall have any liability to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by the instructions contained in this book or by the computer software and hardware products described in it. Trademarks Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book, and Peachpit was aware of a trademark claim, the designations appear as requested by the owner of the trademark. -
Marty Neumeier Interview – Transcription
INTERVIEW TRANSCRIPT Finola Howard: Hello everyone, and welcome to How Great Marketing Works. And this is our Inspiring Entrepreneurs Series. It’s a little bit different today because I also think it's kind of the Inspiring Expert Series or Inspiring Legend series because I have the wonderful Marty Neumeier here with me today to share a little bit of time with you and also to share some of his story, where he's come from. One of the things that I love about his own profile is that he said he knew he wanted to be a graphic designer when he was seven. And that whole journey to where he is now, working with CEOs, having written so many wonderful books and changing the lives of so many professionals and companies around the world. So welcome, Marty. Delighted to have you here. Marty Neumeier: Well, thank you Finola. Finola Howard: You're very welcome. So let's start - and hello everyone, I'm delighted you're here with us too. Please share with us, how you knew from age seven what you wanted to be when you grew up. So, I'll let you take it away. Marty Neumeier: That's pretty crazy, but true. In second grade, I think it was, they asked everybody, you know, what do you want to be when you grow up? And, you know, "I want to be a nurse", or a little boy would say, "I want to be a firetruck". You know what I mean? They didn't even know anything. -
The Brand Flip, a Pan-Industry Down
final spine = 0.453125" “Marty Neumeier brilliantly groks how changes in The rise of branding, now fueled by social media, A WHITEBOARD OVERVIEW BY MARTY NEUMEIER An explosion of connectivity, and the power it the ‘human capital’ of customers can transform has placed the future of companies firmly in the hands AUTHOR OF THE BRAND GAP gives customers, is turning companies upside the brand equity of products and services. of customers. This is the brand flip, a pan-industry down. The question isn’t WHETHER your industry THE BRAND FLIP is the investment manual for judo throw that’s taking down some companies and will be disrupted, but WHEN. marketers who want to make that human capital raising others to the status of superstars. Customers are no longer “consumers”. even more valuable.” WHY CUSTOMERS They’re people with hopes, dreams, needs, and Today the choice is simple: Flip or be flipped. W N MICHAEL SCHRAGE, RESEARCH FELLOW AT MIT SLOAN SCHOOL, AND AUTHOR OF NO RU COMPANIES emotions. They exercise judgment, indulge in WHO DO YOU WANT YOUR CUSTOMERS TO BECOME? In this refreshingly clear book, Neumeier shows you FLIP BRAND THE —AND HOW TO PROFIT FROM IT whims, express personal views, and write their INSIGHT how to make the leap to a consumer-driven future with own life stories. “ ! Marty Neumeier brings incisive clarity to lightness, power, and grace. Transform your brand into BUY JOIN that disorienting encounter between real people, They don’t brands. They brands. FLIP a mini-movement—one that customers will eagerly They want a vote in what gets produced and how societal change, and business strategy.