Design + Strategy

The Brand Gap by Marty Neumeier is like a cool toolbox for designers to bridge the scary gap between being all about pretty designs and actually having a well-thought strategy to back their work and inform their decisions.

Too often, especially at the start of their careers, designers are excluded from the early stage conversations of a project only to be asked to execute a vision they don't fully understand.

Consequently, organizations miss out on valuable insights and unique perspectives that can contribute innovative ideas that elevate the entire project.

That's where Marty Neumeier comes in.

If you're tired of being a mere pixel pusher and want to have a meaningful impact on the projects you are assigned, the Brand Gap is a great place to start getting your strategy groove on.

Here is why:

1. It's a Wake-Up Call for Designers: Marty reminds us that the true purpose of design is more than mere aesthetics; it's about forging meaningful connections with people. By demonstrating the potent fusion of design and strategy, he unveils the transformative power of design to elevate a brand and drive tangible business success.
   

2. The Brand Gap Speaks Designer Language: Neumeier understands that designers don't speak MBA jargon or buzzwords. He talks to them in their own language, using simple and clear explanations. He breaks down the complex concept of brand strategy into five bite-sized chunks that designers can digest and apply: Differentiate, Collaborate, Innovate, Validate, and Cultivate. He makes the topics approachable and underscores the importance of mastering them.
   

3. It's a Playground for Ideas: The Brand Gap is an excellent introduction for designers to strategic thinking. Marty encourages designers to think beyond their sketchbooks and urges them to learn how to collaborate with other non-creatives in their field. He provides practical, real-world examples that will inspire any designers to stretch their creative muscles and strive to become strategic powerhouses.

So, how do you start learning strategy, you ask?

It's quite simple! Grab a copy of book! Read it like you're on a mission. And see how you can apply those juicy insights to your design process and how you collaborate with your team.

Being a designer is not just about making things look good; it's about combining our outstanding design chops with rock-solid strategies to create mind-blowing experiences that leave a lasting impact on people. And the blueprint Marty Neumeier provides in The Brand Gap will help you achieve just that.

By Mohamed Thiam

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