Marty Neumeier is an advocate for creativity—whether in the service of brands, products, services, companies, environments, or communications. His stated professional goal is to bridge the distance between business and design. “Business is a fulcrum for change,” he says. “Improving how business works is the quickest way to improve how the world works.”

His 2003 book, The Brand Gap, redefined a brand as “a customer’s gut feeling about a product, service, or organization,” rejecting the widely held view that a brand was a logo or campaign promise. His follow-up book, Zag, introduced “onliness” as the true test of a brand strategy, ...

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