How to get started in branding? What is branding? A brand is not a logo. A brand is not a product. A brand is not a promise. A brand is not the sum of all the impressions it makes on an audience. A brand is a result–it’s a person’s gut feeling about a product, service or company. It’s in their heads and in their hearts. A brand is your reputation.

Marty Neumeier started as a graphic designer and copywriter in the 1970s. In 1984, when the Macintosh launched, he moved to Silicon Valley to help companies like Apple, Netscape, HP, Adobe, and Google build their brands.

“Your brand isn’t what you say it is. It’s what they say it is.”

Books by Marty Neumeier
The Brand Gap –
Zag –
The Designful Company –
Metaskills –
The 46 Rules Of Genius –
The Brand Flip –

02:00 – How did Marty Neumeier end up at art center
06:00 – How Marty Neumeier became so articulate and concise in his writing
08:30 – The advice Marty Neumeier has for young people to communicate what branding means for companies
10:50 – What is branding? What branding is not. The definition from the brand master himself Marty Neumeier
16:20 – What advice would Marty Neumeier give to point someone in the right direction?
22:00 – What Marty Neumeier did to get brand new business in the beginning of his career
27:00 – How Marty Neumeier became a business man
30:00 – What Marty Neumeier has to say on specializing and niching down
33:00 – How does Marty Neumeier measure ROI of branding?
46:00 – How Marty Neumeier presents to a clients. Give the business people what they want to hear.
50:00 – how Marty Neumeier did a deal for $500k with Apple
58:00 – The results of specializing
1:00:00 – Marty Neumeier’s pitch when he was first starting out (You’re going to watch this over and over)
1:05:00 – What got Marty Neumeier to write The Brand Gap
1:12:00 – Marty Neumeier’s new book “Scramble”
1:19:00 – The 5 levels of branding from Marty Neumeier

#Brand #Branding #Zag #MartyNeumeier
Register for the Brand Masterclass in Philly
?See our Academy Channel:

Want a deeper dive? Typography, Lettering, Sales & Marketing, Social Media and The Business of Design courses available here:

? Futur Podcast:
✍️ Futur Blog:

Love the content? Become a sustaining member for $5/mo today.

Essential Reading for Creative Professionals:
Essential Design Books:

Kits & Proposals:

Visit our website:

FREE resources:

Mandarin (Chinese) Subtitles on UiiUii

We love getting your letters. Send it here:
The Futur
c/o Chris Do
1702 Olympic Blvd.
Santa Monica, CA 90404


? Support The Futur by purchasing through our affiliate links:
Retro Supply Co.:
Creative Market:
Design Cuts:

✍️ Sharpen your skills by taking a course, using our affiliate links:
School of Motion:
Bring Your Own Laptop Tutorials:

? Do you like the music? Check out the music libraries we use in our affiliate links below:
Epidemic Sound:

*By making a purchase through any of our affiliate links, we receive a very small commission at no extra cost to you. This helps us on our mission to provide quality education to you. Thank you.

Host– Chris Do
Content Director– Matthew Encina
Cinematography– Mark Contreras, Stewart Schuster, Ricky Lucas, Jona Garcia
Live Editor– Jona Garcia
Editor– Stewart Schuster, Mark Contreras, Ricky Lucas, Jona Garcia
Social Team: Elle Money, Alex Burlui
Futur Theme Music – Adam Sanborne
Typefaces: Futura, DIN, Helvetica Now, Calibre, Knockout, Champion Gothic
Futur theme song— Adam Sanborne