The Brand Flip: Why customers now run companies and how to profit from it (Voices That Matter)
Best-selling brand expert Marty Neumeier shows you the best way to take the plunge from a company-driven past to the consumer-driven future.
You’ll learn to flip your brand from offering products to offer 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’s.”
People are no longer consumers or market segments or tiny blips in big data.
They don’t buy brands. They join brands.
They would like a vote in what gets produced and the way it gets delivered.
They’re willing to roll up their sleeves and assist out–not only by promoting the brand to their friends, but by contributing content, volunteering ideas, and even selling products or products and services.
On the centre 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 are you going to lead it?
“An explosion of connectivity and the power it gives customers is turning companies upside down,” says Marty Neumeier in his new book, The Brand Flip. “The question isn’t whether your industry will be disrupted, but when.” He knows a lot about innovation, disruption, and change management has helped many of the world’s top technology companies reimagine their brands. The Brand Flip is his sixth book on business creativity.”
The Brand Flip
- Series: Voices That Matter
- Paperback: 160 pages
- Publisher: New Riders; 1 edition (August 9, 2015)
- Language: English
- ISBN-10: 0134172817
- ISBN-13: 978-0134172811
- Product Dimensions: 5.2 x 0.7 x 7.8 inches
- Shipping Weight: 12.6 ounces