Brand Gap, The: Revised Edition (Aiga Design Press)

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Kultivasi - Brands are like people. If people can change their clothes without changing their characters, why can't brands?" In an age of me-too products and instant communication, keeping up with the competition is no longer a winning strategy. Today you have to out-position, out-maneuver, and out-design the competition. Discover “radical differentiation”—the number-one strategy of high-performance brands. Gap is now in the midst of a three-year turnaround plan, unveiled in 2020 by its CEO Sonia Syngal. By 2023, Syngal hopes that Gap will represent a smaller portion of Gap Inc’s overall business but will be profitable. That has meant cost-cutting: closing stores, moving out of malls and shifting to a franchise business in the UK and Europe. It has also involved design changes. While Gap is focusing on its most successful categories – denim, activewear, fleeces and knitwear – it grabbed headlines in June 2020 when it announced a 10-year collaboration deal with Yeezy, the influential fashion brand run by the artist formerly known as Kanye West, who recently changed his name to Ye. Cooper R, Press M (2003) The design experience, the role of design and designers in the twenty first century. Ashgate Publishing, Williston

The Brand Gap by Marty Neumeier | Goodreads

Dubé L, Le Bel J (2003) The content and structure of laypeople’s concept of pleasure. Cogn Emot 17(2):263–295 Gap’s fall during the 00s and 10s stems from problems much bigger than hip-huggers. Chief among them is overexpansion. In the 80s and 90s, Gap had piled up revenue by opening thousands of new stores. This strategy was standard at the time. “The market demanded that you open more doors,” said Doug Stephens, a retail consultant based in Canada. “It wasn’t even a choice that most companies had. In every earnings report, investors wanted to see how many new doors you had.” Become the number one or number two in your space. Can’t be number one or number two? Redefine your space or move to a different tribe.The Story: Neumeier's books are a combination of picture book, real-life examples, and strategy insight. The Brand Gap focuses on the five points that any brand could (and should) use to strengthen their brand. The five points are Differentiate, Collaborate, Innovate, Validate, and Cultivate...but you really have to read the book to get what those mean.

The Brand Gap by Marty Neumeier | Goodreads The Brand Gap by Marty Neumeier | Goodreads

A charismatic brand is any product, service, or company for which people believe there’s no substitute. Any brand can be charismatic, even yours.

What Is The Brand Gap About?

Project a "3D" personality with deep humanity, inconsistencies and all. Customers want heroes with flaws. Quantitative research is antithetical to inspiration. For epiphanies that lead to breakthroughs, use qualitative research. Roscam E (2010) Brand driven innovation: strategies for development and design. Ava Publishing, Laussane Diller S, Shedroff N, Rhea D (2006) Making meaning—How successful businesses deliver meaningful customer experience. Berkeley, CA