I was flipping through The Brand Gap book from Martin Neumeier recently. It is something I do on a regular basis.
I really like his simple way of looking at branding:
– Who are you?
– What are you doing?
– Why does it matter?
Of course these four-word questions require more than a four-word answer each but following this brutally simple thought process is a great step towards building a solid brand.
The rest is all about analysis, intelligence and precision.
Fabrice Burtin – June 2010