The Brand Gap

A couple of months ago, a colleague asked me what branding was. I remember fumbling to find the right definition, and said something like, it’s the whole experience or impression you get when you recall the name of a company, organization or a person. It’s something that you can guide but it is ultimately outside your control, and in the hand of your customers.

In a serendipitous discovery, I found on Slideshare a beautiful presentation entitled The Brand Gap on clarifying what branding is, and the gap that exists between business strategy and design.