You could call him the boss of brand thinking, with six notable books on the subject and more than 45 years of experience in the design field, or you could just call him Marty—which is what he likely prefers. Branding is under his skin, part of his DNA, and it’s something he constantly thinks about, and rethinks, as consumer habits change.
How did an Art Center drop out become such an enigma in the world of brand positioning and strategy? Well, as you’ll learn here, through hard work, intuition, and failure. Seven years ago he sold his brand design think tank, Neutron to Liquid Agency, where he serves as the Director of Transformation. In this role he helps companies transform themselves through brand strategy.
Neumeier recently updated his bestselling book, The Brand Gap, and retitled it The Brand Flip to account for all the changes that have happened in the past 13 years since the book was released. But he believes the core ideas he communicated in the original still hold true, as he explains below.
How did you become such an expert on Branding?
I’ve been thinking about branding since design school at Art Center. I love the aesthetics part, but surely it’s not important to anybody unless it connects with a business result. It took me a long time to connect the dots and the role for designers to be strategic thinkers.
Back in 1970, a booklet came out called Positioning: The Battle For Your Mind, and it was a little orange booklet you could stick in your pocket. I read it, and was like, “Oh wow, this is what we have to do.” It’s better than all that advertising stuff that had come before. This is solid, logical stuff. I started thinking about the designer’s role in creating a position for a company vs. the competition. The more I thought about it, the more I was able to sell that to clients. I’d say, “I know what you’re trying to do, and this is who you want to be. You need to make some changes, and this is how I can help you.” That was the start of my branding career, but it was a long-time coming. Read the rest of the interview here.