Creative people describe how the world could be

Posted on April 2, 2008 by Catriona Cornett • 2 Comments

“While market researchers describe how the world is, creative people describe how it could be. Their thinking is often so fresh that they zag even when they should zig. But without fresh thinking, there’s no chance of magic” - The Brand Gap by Marty Neumeier

“While market researchers describe how the world is, creative people describe how it could be. Their thinking is often so fresh that they zag even when they should zig. But without fresh thinking, there’s no chance of magic” – The Brand Gap by Marty Neumeier

Check out Marty’s book The Brand Gap. Great quick read to understand branding and its power

Catriona Cornett

Catriona is a User Experience Designer who has helped over a dozen organizations obtain a competitive advantage by delivering great user experiences across desktop, mobile, tablet and other channels.

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Filed Under: Marty Neumeier
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    This is a great book for beginners. It doesn’t try to be comprehensive, but gives a good overview of branding. And with the brand glossary added to the expanded edition, this could stay on marketers’ shelves for a long time.

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