I ordered 3 copies of Marty Neumeier’s new book, The Designful Company, yesterday for the team. Will let you know what I think once I’ve had a chance to read it. His two previous books, The Brand Gap and Zag, both had a profound influence on the Red Hat overall brand strategy. I especially love The Brand Gap, which David Burney first introduced to me in 2005.
I’ve probably bought 20-30 copies of The Brand Gap over the last few years, try to keep a few at my desk to hand out to any potential brand converts I meet (why do I never get the copies back?). What’s beautiful about this book is the design and content are one–the message of the book is communicated by its design and its content together. And it is short– any busy executive can read it on a plane up to NYC.
In addition to helping us articulate the overall organizational design of the Brand Communications + Design group within Red Hat, this book has given us many other good ideas to chew on over the years. Probably the most famous quote from the book is:
A brand is not what YOU say it is, it’s what THEY say it is.
which many other people have glommed onto over the last couple of years (including me).
Even if you don’t have time to check out Marty’s books, go check out his great (and beautiful) presentation that explains many of the key concepts of his thinking here.