The Brand Gap

Gut feeling = A brand

 

The Brand Gap is one of the most extraordinary books I have read in a while. I am not one to pick up a book and read, but this one caught my attention and kept it. I have never thought about brands in this much thought before and its amazing. One of the astonishing discoveries that came across while I was reading was a section mentioning that we base our choices more on symbolic attributes. Such attributes like what kind of people are purchasing this brand…who makes it…and when those questions came up I instantly thought of the company Apple. It is the top dog in the computer world and once Apple goes public with a new concept the rest of the world follows. Ipods emerged and soon to follow were cheaper MP3s that would not always work as perfectly as an Ipod. It’s the ‘thing’ to have among teenagers and adults and more and more individuals seem to be switching from Microsoft to apple. Another spectacular thing Apple is doing is sticking with a product. The company is not trying to add a car line because they are successful in one area. “The Brand Gap” mentions this point… to focus on a product. Some companies are successful at this and some are not.