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The Brand Gap by Marty Neumeier

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Chapter 3. Innovate

Innovate

Where the Rubber Meets the Road

A combination of good strategy and poor execution is like a Ferrari with flat tires. It looks good in the specs, but fails on the street. This is the case for at least half the brand communication done today. Don’t take my word for it—pick up a copy of your favorite magazine and leaf through the ads. How many actually touch your emotions? Will you remember any of them tomorrow? If not, it’s probably the fault of execution, not strategy. Execution— read creativity—is the most difficult part of the branding mix to control. It’s magic, not logic, that ignites passion in customers.

Our cultural distrust ...

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