J et . ▁During ▁this ▁time ▁he ▁served ▁as ▁a ▁contrib uting ▁editor ▁for ▁the ▁magazine ▁Communic ation ▁Arts . ▁ ▁In ▁ 1 9 9 6 ▁he ▁founded ▁the ▁" sem inal ▁but ▁now - def unct ▁design ▁magazine ▁Crit ique ", ▁a ▁quarter ly ▁publication ▁about ▁design ▁thinking . ▁Design ers ▁contrib uting ▁to ▁Crit ique ▁included ▁Robert ▁Br ing h urst , ▁Ivan ▁Ch erm ay eff , ▁Mil ton ▁Glas er , ▁Steven ▁H eller , ▁Stefan ▁S ag meister , ▁Pa ula ▁Sch er , ▁David ▁Stuart , ▁and ▁Mass imo ▁V ign elli . ▁ ▁In ▁ 2 0 0 2 , ▁Ne ume ier ▁started ▁Ne ut ron , ▁a ▁San ▁Francisco ▁consult ing ▁firm ▁that ▁special ized ▁in ▁internal ▁brand ing . ▁There ▁he ▁wrote ▁three ▁books ▁on ▁brand ing : ▁The ▁Brand ▁G ap , ▁Zag , ▁and ▁The ▁Design ful ▁Company . ▁Zag ▁was ▁included ▁in ▁The ▁ 1 0 0 ▁Best ▁Business ▁Books ▁of ▁All ▁Time ▁by ▁Jack ▁Cover t ▁and ▁Tod d ▁S atter sten . ▁He ▁also ▁served ▁on ▁the ▁Board ▁of ▁Direct ors ▁of ▁A IG A , ▁known ▁until ▁ 2 0 0 5 ▁as ▁the ▁American ▁Institute ▁of ▁Graph ic ▁Arts , ▁developing ▁the ▁organization ' s ▁first ▁mission ▁statement . ▁He ▁was ▁president ▁of ▁A IG A ▁Center ▁for ▁Brand ▁Exper ience , ▁where ▁he ▁edited ▁and ▁published ▁The ▁Dictionary ▁of ▁Brand . ▁ ▁In ▁ 2 0 0 9 , ▁Ne ut ron ▁merged ▁with