Marty Neumeier, Director of Transformation at Liquid Agency, has contributed one of the most significant pieces of literature for aspiring marketers and advertisers in the past decade. The Brand Gap successfully communicates the essence of brands and the implications of branding for marketers, designers, and advertisers in an easy-to-read whiteboard overview, only 147 pages long (plus extras). Neumeier’s first discipline in bridging the gap between business strategy and design is ‘Differentiate’. He gives us three simple questions: 1) Who are you? 2) What do you do? 3) Why does it matter? The first two questions are much easier to answer…
Tag: Charismatic Brands
Website Aesthetics: Turning Traffic Into Fans
There are hundreds, if not thousands, of articles online discussing aspects of effective websites for online marketing. Many of them address the issue of driving traffic through organic SEO and pay-per-click strategies. Not to take anything away from these important elements, I would like to touch on the importance of building personality through aesthetics. Aesthetics will influence your visitors’ perceptions and responses within seconds of reaching a landing page. First impressions are critical in gaining attention and keeping visitors on the site. A poor impression risks losing them indefinitely. Stephen Anderson’s article, ‘In Defense of Eye Candy,’ makes a compelling…
BRANDTALK 