The Brand Gap

Believe it or not, the Coca-Cola brand is worth $70 billion – a figure that represents 60 percent of the company’s total value!

And Coca-Cola isn’t alone. Today, the measure of any company’s value lies in the strength of its brand.

So how do you go about building a strong brand? Start by closing the brand gap, or the gap between strategy and creativity.

Here’s how the brand gap works in many companies. Left-brained strategy people work together, perhaps in the marketing department. These employees tend to be analytical, verbal and logical.

Meanwhile, the design department is exclusively populated by right-brained creatives. These employees are more intuitive, with strong spatial and visual skills.

And whenever tension happens between these two polarized groups, you end up with a brand gap.