10 Insights on Brand-Building | Marty Neumeier
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Tune in at http://33voic.es/indgcf9 Marty Neumeier is a designer, writer, and business adviser whose mission is to bring the principles and processes of creativity to industry. His latest book, METASKILLS, explores the five essential talents that will drive innovation in the 21st century. His previous series of "whiteboard" books includes THE DESIGNFUL COMPANY, about the role of design in corporate innovation; ZAG, named one of the "top hundred business books of all time" for its insights into radical differentiation; and THE BRAND GAP, considered by many the foundational text for modern brand-building. He has worked closely with innovators at Apple, Netscape, Sun Microsystems, HP, Adobe, Google, and Microsoft to advance their brands and cultures. Today he serves as Director of Transformation for Liquid Agency, and travels extensively as a workshop leader and speaker on the topics of innovation, brand, and design.
Transcript of 10 Insights on Brand-Building | Marty Neumeier
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Marty Neumeier is a designer, writer, and business adviser whose mission is to bring the prin-ciples and processes of creativity to industry. His latest book, METASKILLS, explores the five essential talents that will drive innovation in the 21st century. His previous series of “white-board” books includes THE DESIGNFUL COMPANY, about the role of design in corporate innovation; ZAG, named one of the “top hundred business books of all time” for its insights into radical differentiation; and THE BRAND GAP, considered by many the foundational text for modern brand-building. He has worked closely with innovators at Apple, Netscape, Sun
Microsystems, HP, Adobe, Google, and Microsoft to advance their brands and cultures. Today he serves as Director of Transformation for Liquid Agency, and travels extensively as a work-
shop leader and speaker on the topics of innovation, brand, and design.
Marty Neumeier@MARTYneumeier
Director of Transformation at Liquid Agency
Admired brands accept that they’re owned by their customers. They tap
emotion and are relentless at improving the lives of those they serve.
Insight #1
Insight #2
Your name is the #1 touch point of your product or service - make it unique, memorable,
and never go beyond 4 syllables.
Insight #3
When you understand that innovation is not an invention, you’ll focus more on building something that disrupts the way
something works - think Apple’s app store.
Insight #4
Disruption starts with asking curious questions. Try these:
Insight #4
Disruption starts with asking curious questions. Try these:
Why? Why? Why?
Insight #4
Disruption starts with asking curious questions. Try these:
What do you want your customers to become?
Insight #4
Disruption starts with asking curious questions. Try these:
should we solve a bigger problem instead?
Insight #4
Disruption starts with asking curious questions. Try these:
What will be diminished? Replaced?
Insight #4
Disruption starts with asking curious questions. Try these:
How would your product be good for your customer?
Insight #5
You can’t follow the rules of Genius unless you break the rules of Genius. Start by breaking down the rules of your craft and recasting
them into principles that resonate with you.
Insight #6
You’ll recognize great design when it has an element of surprise, elegance, and
when it fits its purpose.
Insight #7
Belief is toxic to imagination, innovation, and progress. Use a beginner’s mind to
suspend it, and try seeing what you want to see for the first time.
Insight #8
Brilliant people shore up their weaknesses so their strengths can operate unfettered.
Think of an entrepreneur who can’t balance a checkbook.
Insight #9
These five metaskills will empower you to get ahead in modern society:
Insight #9
These five metaskills will empower you to get ahead in modern society:
Feeling - intuition and empathy
Insight #9
These five metaskills will empower you to get ahead in modern society:
Seeing - Big picture and long picture
Insight #9
These five metaskills will empower you to get ahead in modern society:
Dreaming - implied imagination
Insight #9
These five metaskills will empower you to get ahead in modern society:
Making - design and design thinking
Insight #9
These five metaskills will empower you to get ahead in modern society:
Learning - knowing how you learn
Insight #10
You’ll become more of who you are when you let go of things not meant for you. Identify
something that the world needs and figure out how you can contribute to it.
What’s the one thing that your brand stands for that
others can’t replicate?
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