KeynoteMarty Neumeier: 13 Myths of Branding

In this fast-paced 2-hour presentation, brand guru Marty Neumeier will challenge your beliefs about of branding, marketing, design, and innovation. What is a brand? Why do companies exist? Where is the competition? How can you innovate? When you can answer these questions clearly and simply, the world of strategic branding will open up to you. Marty’s lively graphics and engaging group exercises will leave you with valuable principles you can put into practice the very next day.


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  1. Myth: Your logo is your brand.
    Fact: Your logo is only a symbol.
  2. Myth: Branding is a form of advertising.
    Fact: Advertising is a form of branding.
  3. Myth: Social marketing will replace branding.
    Fact: Social marketing is branding on steroids.
  4. Myth: Branding is only for consumer products.
    Fact: Branding is for all products and companies.
  5. Myth: A company exists for its shareholders.
    Fact: A company exists for its customers.
  6. Myth: Your biggest competition is rival companies.
    Fact: Your biggest competition is clutter.
  7. Myth: The bigger competitor usually wins.
    Fact: Any size competitor can win or lose.
  8. Myth: New ideas are inherently risky.
    Fact: New ideas are powerful.
  9. Myth: “Best practices” are leading practices.
    Fact: “Best practices” lead to sameness.
  10. Myth: It’s safe to extend a successful brand.
    Fact: Brand extensions can kill a brand.
  11. Myth: Focus groups show what people will buy.
    Fact: Prototype testing is a better indicator.
  12. Myth: Design comes after strategy.
    Fact: Design is strategy.
  13. Myth: Branding is a marketing function.
    Fact: Branding is a company function.
All myths

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