9780134172811

The Brand Flip Why customers now run companies and how to profit from it

by
  • ISBN13:

    9780134172811

  • ISBN10:

    0134172817

  • Edition: 1st
  • Format: Paperback
  • Copyright: 7/30/2015
  • Publisher: New Riders

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Supplemental Materials

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Summary

Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-driven future. You’ll learn how to flip your brand from offering products to offering meaning, from value protection to value creation, from cost-based pricing to relationship pricing, from market segments to brand tribes, and from customer satisfaction to customer empowerment.

 

In the 13 years since Neumeier wrote The Brand Gap, the influence of social media has proven his core theory: “A brand isn’t what you say it is it’s what they say it is.” People are no longer consumers or market segments or tiny blips in big data. They don’t buy brands. They join brands. They want a vote in what gets produced and how it gets delivered. They’re willing to roll up their sleeves and help outnot only by promoting the brand to their friends, but by contributing content, volunteering ideas, and even selling products or services.

 

At the center of the book is the Brand Commitment Matrix, a simple tool for organizing the six primary components of a brand. Your brand community is your tribe. How will you lead it?

Author Biography

Marty Neumeier began his career as a designer, but soon added writing and strategy to his repertoire, working variously as an identity designer, art director, copywriter, journalist, package designer, magazine publisher, and brand consultant. By the mid-1990s he had developed hundreds of brand icons, retail packages, and other communications for companies such as Apple, Adobe, Netscape Communications, Eastman Kodak, and Hewlett-Packard.

In 2002, Neumeier launched Neutron, a design think tank based in San Francisco focused on internal brand building processes that drive organizational change. While at Neutron, Neumeier wrote a series of three “whiteboard overview” books, titled The Brand Gap, Zag, and Designful Company, which have been hailed as breakthroughs by Fast Company, BusinessWeek, and Harvard Business Review. Zag was recently named one of "The Top 100 Business Books of All Time."

In 2009, Neutron merged with Liquid Agency, where Neumeier now serves as Director of Transformation. He currently lives in Santa Barbara, California.

Table of Contents

INTRODUCTION

 

1  FLIPPING THE BRAND

            Products –> Meaning

            Selling –> Enrolling

            Company identity –> Customer identity

            Transactions –> Relationships

            Buyer beware –> Seller beware

            Tangible –> Immaterial

            Better products –> Better customers

            Customer segments –> Customer tribes

            Brands –> Movements

 

2  LEADING THE TRIBE

            Authority –> Authenticity

            Punishment –> Protection

            Captive audience –> Engaged participants

            Customer base –> Fan base

            Competing –> Differentiating

            Features –> Experience

            Story telling –> Story making

            Cost-based pricing –> Relationship pricing

            Static brands –> Liquid brands

 

3  FLIPPING THE CULTURE

            Value protection –> Value creation

            Monolithic planning –> Fluid planning

            Investor rhythms –> Customer rhythms

            Rigid hierarchies –> Flexible roles

            Insularity –> Inclusiveness

            Conformity –> Troublemaking

            Rivalry –> Collaboration

            Generic skills –> Branded skills

            Analysis –> Action

 

4  DESIGNING THE WAY FORWARD

            Deciding the future –> Designing the future

            Grand schemes –> Cheap experiments

            Certainty –> Empathy

            Linear process –> Swarming

            Assumptions –> Testing

            Compromise –> Common ground

            Over-choice –> Simplicity

            Logic –> Magic

            Satisfaction –> Empowerment

 

THE FLIP CHART

RECOMMENDED READING

ABOUT THE AUTHOR

INDEX

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