Negative Positive
Title: Brand Gap principles for all firms and organizations, not just the "Big Boys"
Review: Always being involved with Small and Mid-sized organizations, I found Marty Neumeier's Brand Gap to be very concise and approachable not just a bunch of stuffy, arrogant, snobbery from a life in the fast lane dealing with major clients at major agencies.Marty has worked for very high profile clients, yet he distills principles of Branding down to the nuts and bolts that anyone can use to build even their personal brand.Brand Gap shows how to help "Bridge The Gap" between a firm's mission/strategy and the needs and desires of the customer. As Neumeier states, a Brand is what the market (your customers and prospects) feels about your business offering, not what YOU SAY IT IS.Neumeier is Branding royalty, grab a copy read it and keep it. It is full of additional resources as well.
Is the review positive or negative? 