Explanation:

Brands are now the net sum of lots of different interaction that create a feeling of trust (or distrust) in consumers. From billboards to TV ads, social media, to sponsorship deals. All of these add up to a ‘gut feeling’ in your customers.

To achieve a strong brand, you need a new approach to marketing.
That’s where the brand gap comes in. It’s the gap between your marketing team’s strategy and creativity. In most companies there is a gulf that has appeared between right-brain oriented marketers, and left-brain creatives. Here, one group isn’t aware of what the other is doing and vice versa. There is constant tension between the two camps. The left-brainers are analytical, logical and verbal. Meanwhile, the right-brainers are emotional, visual and intuitive. When communication and understanding breaks down between the two, you get a brand gap.