By Matt Boffey

Every Wednesday, London Strategy Unit’s Matt Boffey reads one of the most influential books from the world of innovation, marketing or creativity so you don’t have to. This week’s tome is 2013’s The Brand Gap: How to bridge the distance between business strategy and design, by Marty Neumeier.

Why have we chosen this book?

Because brands are no longer reducible to logos or products – they’re sprawling and nebulous and only partly shaped by the companies that own them. The Brand Gap asserts that brands are simply the net sum of countless interactions that produce a ‘gut feeling’ in consumers. This new Read full story ›

Source: The Drum