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What is included with this book?
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
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?
Marty Neumeier is an author, designer, and business adviser. His previous “whiteboard” books includes The Brand Gap, widely considered the foundation of modern brand-building; ZAG, named one of the “top hundred business books of all time” for its insights into brand strategy; The Designful Company, a guide to building a culture of nonstop innovation; and The 46 Rules of Genius, which lays out a universal map to innovation mastery.
In 1996, Neumeier founded Critique magazine, the first journal about design thinking. He has worked closely with innovative companies such as Apple, Netscape, Sun Microsystems, Adobe, Google, and Twitter to help advance their brands and cultures.
Today he serves as Director of Transformation for Liquid Agency in Silicon Valley, and travels extensively as a workshop leader and speaker on the topics of innovation, brand, and design.
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
ABOUT THE AUTHOR