Appendix . Take-Home Lessons
Here’s a quick summary of the ideas covered in THE BRAND GAP. Sprinkle liberally throughout your brand presentations, or try adding a different one to the bottom of each business e-mail you send—you may be surprised at the conversations you’ll start.
On Branding
A brand is a person’s gut feeling about a product, service, or company. It’s not what YOU say it is. It’s what THEY say it is.
Branding is the process of connecting good strategy with good creativity. It’s not the process of connecting good strategy with poor creativity, poor strategy with good creativity, or poor strategy with poor creativity.
The foundation of brand is trust. Customers trust your brand when their experiences consistently meet or beat their expectations. ...
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