Marty Neumeier on branding

‘A lot of my work is about redefining the term branding’, says Marty Neumeier. ‘Positioning happens to you. Customers position you. They decide who you are. The question is: How much control do we have of how they position us.’

In my very first podcast edition, the acclaimed author of books like The Brand Gap or Scramble points out that the traditional way of building brands has been obsolete for a while now. Marty speaks about the reasons why it’s essential to have answers to basic questions before designing any touchpoint, how he developed the urge to simplify messages and why he founded his new Level C Brand Master Class.