Today was the final day of MPI MeetDifferent 2010. And, it started with keynote speaker, Marty Neumeier, author of The Brand Gap and The Designful Company.
Mr. Neumeier’s mission is to incite business revolution by unleashing the power of design thinking, a creative process based around the “building up” of ideas.
According to Mr. Neumeier, clearness, simplicity and utility are the three cornerstones of success. To improve your business, you have to know, make and do
Branding, says Neumeier, is the biggest barrier for competition. Brand is not a logo or trademark. Neither is brand an identity or a product.
Brand is a person’s gut feeling about a product, service, or organization. It’s a gut feeling because people are emotional intuitive beings who make their decisions without much logic. The brand is created in the customer’s mind. A brand is not what “you” say it is. It’s what “they” (people outside the company) say it is. This puts the emphasis on customers who are the driving force behind company’s these days.
Brand is important because people have too many choices and too little time. Most offerings have similar qualities and feature so buying choice is based on trust.
Mr Neumeier also talked about the ways that business needs to change in order to be successful. Following “best practices” is an old idea because they are set-up to follow, which means that someone else has already done it. To be successful, business needs to be good — and different. To really start a business revolution, companies need to be radical. Neumeirer gave as the examples of Apple, FedEx, Virgin, Google, Orbitz and Dell as companies who are successful.
To sum up, businesses can start their own revolution by completing the following statement: My company is the only _________ that _______.
MPI has posted a conversation with Marty Neumeier. You can listen to it here.