Marty Neumeier Quotes

• Brand is not what you say it is. It’s what they say it is.

  Marty Neumeier

  Brands

  Marty Neumeier (2015). “The Brand Flip: Why customers now run companies and how to profit from it”, p.13, New Riders

  25 Copy quote

• A brand is a person’s gut feeling about a product, service or organization

  Marty Neumeier

  Organization, Feelings, Guts

  37 Copy quote

• Branding is the process of connecting good strategy with good creativity.

  Marty Neumeier

  Inspirational, Creativity, Strategy

  Marty Neumeier (2005). “The Brand Gap, Revised Edition”, p.149, Peachpit Press

  28 Copy quote

• To achieve originality we need to abandon the comforts of habit, reason, and the approval of our peers, and strike out in new directions.

  Marty Neumeier

  Comfort, Needs, Peers

  Marty Neumeier (2005). “The Brand Gap, Revised Edition”, p.76, Peachpit Press

  39 Copy quote

• When enough individuals arrive at the same gut feeling, a company can be said to have a brand.

  Marty Neumeier

  Feelings, Enough, Individual

  Marty Neumeier (2005). “The Brand Gap, Revised Edition”, p.2, Peachpit Press

  10 Copy quote

• Designers don't actually solve problems. They work through them.

  Marty Neumeier

  Design, Problem, Designer

  Marty Neumeier (2009). “The Designful Company: How to build a culture of nonstop innovation”, p.50, Peachpit Press

  50 Copy quote

• The central problem of brand-building is getting a complex organization to execute a simple idea.

  Marty Neumeier

  Simple, Organization, Ideas

  Marty Neumeier (2009). “The Designful Company: How to build a culture of nonstop innovation”, p.158, Peachpit Press

  26 Copy quote

• Convincing isn't really possible in an age of customer control. Customers hold most of the cards today. They have good visibility into their choices, and they can easily share information with each other. Not only that, they don't like to be sold. But they do like to buy. Your job shouldn't be to convince customers to buy, but to help them buy what they want.

  Marty Neumeier

  Choices, Age, Today

  Source: bobmorris.biz

  10 Copy quote

• The best design tool is a long eraser with a pencil at one end.

  Marty Neumeier

  Long, Design, Tools

  Marty Neumeier (2012). “Metaskills: Five Talents for the Robotic Age”, p.183, New Riders

  41 Copy quote

• A brand is a person's perception. Of course, it makes marketers nervous to think that marketing is out of their control, but that's why the discipline of branding has emerged.

  Marty Neumeier

  Thinking, Discipline, Perception

  Source: bobmorris.biz

  4 Copy quote

• Design is the underlying skill that activates innovation. If you want to innovate, you've got to design.

  Marty Neumeier

  Design, Innovation

  Source: bobmorris.biz

  4 Copy quote

• The most innovative designers consciously reject the standard option box and cultivate an appetite for thinking wrong.

  Marty Neumeier

  Badass, Bad Ass, Thinking

  42 Copy quote

• A genius is someone who can tolerate the discomfort of uncertainty while generating as many ideas as possible.

  Marty Neumeier

  Ideas, Genius, Tolerate

  Marty Neumeier (2014). “The 46 Rules of Genius: An Innovator's Guide to Creativity”, p.31, New Riders

  25 Copy quote

• Without design thinking, the only sane response to a problem is to make a smaller, "safer" move. Smaller moves don't get you very far. They key is to let out the leash on imagination, but not take it off the leash. Imagination is the only path to innovation. It's a good example of something that humans do better than machines.

  Marty Neumeier

  Moving, Thinking, Imagination

  Source: bobmorris.biz

  8 Copy quote

• Cultures are naturally resistant to change. The same shared mental models that allow large numbers of people to work together efficiently can also keep people from imagining new ways of working together. In many corporate cultures, new ideas are viewed as heresy. But it doesn't have to be that way.

  Marty Neumeier

  People, Working Together, Culture

  Source: bobmorris.biz

  4 Copy quote

• Design can also be used to invent strategic futures, make complex decisions, and craft a bold corporate vision. We need to move design up the ladder of influence.

  Marty Neumeier

  Moving, Design, Decision

  Source: bobmorris.biz

  5 Copy quote

• You can't be a leader by following a leader.

  Marty Neumeier

  Leader

  Source: bobmorris.biz

  4 Copy quote

• The narrow gauge mindset of the past is insufficient for today’s
  wicked problems. We can no longer play the music as written.
  Instead, we have to invent a whole new scale.

  Marty Neumeier

  Music, Past, Play

  Marty Neumeier (2009). “The Designful Company: How to build a culture of nonstop innovation”, p.27, Peachpit Press

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• I see "demand creation" as a 20th-century construct that's bound up with advertising. It's an outmoded view of marketing that says, "First, we build a product or service, then we advertise it into people's lives." Embedded this view is the belief that companies control brands. This is a myth. My message all along has been that brands are actually created by customers, not companies. Companies only provide the raw materials - the products, messaging, behaviors - that people use these to create brands.

  Marty Neumeier

  People, Marketing, Belief

  Interview with Bob Morris, bobmorris.biz. September 27, 2011.

  4 Copy quote

• In a sense, traditional business is design blind.

  Marty Neumeier

  Design, Blind

  Source: bobmorris.biz

  4 Copy quote

• Designful companies are those that weave design thinking into the fabric of the company. In a designful company, innovation is rewarded instead of punished. Risk taking is the norm instead of the exception. Some companies have already embraced this type of culture change with impressive results.

  Marty Neumeier

  Thinking, Design, Risk

  Source: bobmorris.biz

  5 Copy quote

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