What is Branding? A deep dive with Marty Neumeier

How to get started in branding? What is branding? A brand is not a logo. A brand is not a product. A brand is not a promise. A brand is not the sum of all the impressions it makes on an audience. A brand is a result–it's a person's gut feeling about a product, service or company. It's in their heads and in their hearts. A brand is your reputation. Marty Neumeier started as a graphic designer and copywriter in the 1970s. In 1984, when the Macintosh launched, he moved to Silicon Valley to help companies like Apple, Netscape, HP, Adobe, and Google build their brands. "Your brand isn’t what you say it is. It’s what they say it is." Listen to the whole talk on our podcast https://thefutur.com/podcast/073-deep-dive-branding-sales-creativity http://www.martyneumeier.com/ Books by Marty Neumeier The Brand Gap - https://amzn.to/2Q26Kh4 Zag - https://amzn.to/2M2dwly The Designful Company - https://amzn.to/2r24ttz Metaskills - https://amzn.to/2Z8GJAR The 46 Rules Of Genius - https://amzn.to/34vpHO8 The Brand Flip - https://amzn.to/35AJf4Y 02:00 - How did Marty Neumeier end up at art center 06:00 - How Marty Neumeier became so articulate and concise in his writing 08:30 - The advice Marty Neumeier has for young people to communicate what branding means for companies 10:50 - What is branding? What branding is not. The definition from the brand master himself Marty Neumeier 16:20 - What advice would Marty Neumeier give to point someone in the right direction? 22:00 - What Marty Neumeier did to get brand new business in the beginning of his career 27:00 - How Marty Neumeier became a business man 30:00 - What Marty Neumeier has to say on specializing and niching down 33:00 - How does Marty Neumeier measure ROI of branding? 46:00 - How Marty Neumeier presents to a clients. Give the business people what they want to hear. 50:00 - how Marty Neumeier did a deal for $500k with Apple 58:00 - The results of specializing 1:00:00 - Marty Neumeier’s pitch when he was first starting out (You’re going to watch this over and over) 1:05:00 - What got Marty Neumeier to write The Brand Gap 1:12:00 - Marty Neumeier’s new book “Scramble” 1:19:00 - The 5 levels of branding from Marty Neumeier #Brand #Branding #Zag #MartyNeumeier Register for the Brand Masterclass in Philly https://levelcphl.eventbrite.com/?aff=CHRISDO2020&afu=223660849749 ========= 👉Subscribe: https://goo.gl/F2AEbk 👉See our Academy Channel: https://goo.gl/vB9zoP Want a deeper dive? Typography, Lettering, Sales & Marketing, Social Media and The Business of Design courses available here: https://goo.gl/bRt5qd 🎙 Futur Podcast: https://thefutur.com/podcast/ ✍️ Futur Blog: https://thefutur.com/blog/ — Love the content? Become a sustaining member for $5/mo today. https://goo.gl/nwekfL BOOKLIST – Essential Reading for Creative Professionals: https://bit.ly/biz-booklist Essential Design Books: https://bit.ly/futur-design-books Kits & Proposals: https://goo.gl/mSjuWQ Visit our website: https://www.thefutur.com FREE resources: https://goo.gl/Qh6gHr Mandarin (Chinese) Subtitles on UiiUii https://uiiiuiii.com/?s=the+futur — We love getting your letters. Send it here: The Futur c/o Chris Do 1702 Olympic Blvd. Santa Monica, CA 90404 USA — AFFILIATE LINKS* 🙏 Support The Futur by purchasing through our affiliate links: Amazon: http://bit.ly/thefuturishere Webflow: http://bit.ly/2EbET9l Retro Supply Co.: http://bit.ly/2GW8gzR Creative Market: https://goo.gl/g4jlTE Design Cuts: http://bit.ly/2GSsAR3 ✍️ Sharpen your skills by taking a course, using our affiliate links: Skillshare: https://goo.gl/YCo2uT School of Motion: http://bit.ly/futur-som Bring Your Own Laptop Tutorials: https://byol.me/thefutur 🎧 Do you like the music? Check out the music libraries we use in our affiliate links below: Skillshare: https://skl.sh/34z8qVj Epidemic Sound: http://share.epidemicsound.com/thefutur Artlist: http://bit.ly/2uWdna7 Get our FAVORITE notebook from Baron Fig: https://baronfig.com/?ref=zQoKL *By making a purchase through any of our affiliate links, we receive a very small commission at no extra cost to you. This helps us on our mission to provide quality education to you. Thank you. — Host– Chris Do Content Director– Matthew Encina Cinematography– Mark Contreras, Stewart Schuster, Ricky Lucas, Jona Garcia Live Editor– Jona Garcia Editor– Stewart Schuster, Mark Contreras, Ricky Lucas, Jona Garcia Social Team: Elle Money, Alex Burlui Futur Theme Music – Adam Sanborne http://www.adamsanborne.com Typefaces: Futura, DIN, Helvetica Now, Calibre, Knockout, Champion Gothic Futur theme song— Adam Sanborne