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The Brand Gap by Marty Neumeier

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Chapter 2. Collaborate

Collaborate

It Takes a Village to Build a Brand

In her book, THE NATURE OF ECONOMIES, Jane Jacobs writes that economic development is not just expansion, but differentiation emerging from generality, much like evolutionary or embryological development in nature. Moreover, she says, differentiation depends on codevelopment—no entity, natural or economic, evolves in isolation.

Brands don’t develop in isolation, either. They result from the interaction of thousands of people over a long period of time. Branding requires not only the work of executives and marketing people who manage the brand, but an ever-changing roster of strategy consultants, ...

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