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The Brand Gap – What is it?

Every branding effort must be a combination of a creative mind and a rational approach. The reason is that a brand touches the emotional and the organizational aspect of a business. This is just another reason why branding is such a difficult undertaking. Marty Neumeier describes the gap in his book The Brand Gap as the gap between the creative and the rational brain.

A good brand manager is able to combine these to sides of the gap and makes the creative and the organizational, rational side work together. As you have experienced in your career, creative departments and the administrative departments don't typically work together smoothly.



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