The Brand Flip: Why Customers Now Run Companies and How to Profit from It
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 out not 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?"
Marty Neumeier does it again: with his finger firmly on the future of branding, he shreds conventional marketing wisdom. Read this book! NIRAJ DAWAR, author ofTilt, professor at theIvey Business School "The Brand Flip"will absolutely be the new bible for branding. It goes immediately onto my list of the top books I ve ever read. JOHN SPENCE, AUTHOR OFAWESOMELY SIMPLEAND TOP 100 BUSINESS THOUGHT LEADER An exhilarating dive into the big new truth: companies don t make brands, customers do. ROBERT JONES, STRATEGIST ATWOLFF OLINSAND PROFESSOR ATUNIVERSITY OF EAST ANGLIA Timeless marketing wisdom applied to a tricky future. ROGER MARTIN, MANAGEMENT THINKER, AUTHOR OFTHE DESIGN OF BUSINESS Marty Neumeier is a master storyteller, making this powerful book as enjoyable to read as it is illuminating. The psychology of consumers has fundamentally changed over the last decade. Marty takes the 'daunting' out of the daunting task of adapting to this change. KIT YARROW, PH.D, CONSUMER PSYCHOLOGIST AND AUTHOR OFDECODING THE CONSUMER MIND Insight! Marty Neumeier brings incisive clarity to that disorienting encounter between real people, societal change, and business strategy. Just flip! RIC GREFE, EXECUTIVE DIRECTOR OFAIGA, THE PROFESSIONAL ASSOCIATION FOR DESIGN Marty Neumeier brilliantly groks how changes in the human capital of customers can transform the brand equity of products and services. THE BRAND FLIP is the investment manual for marketers who want to make that human capital even more valuable. MICHAEL SCHRAGE, AUTHOR OFWHO DO YOU WANT YOUR CUSTOMERS TO BECOME? Get smart: Read THE BRAND FLIP and learn a) why customers want to take over your brand, and b) how to help them do it. GREG PETROFF, CHIEF EXPERIENCE OFFICER ATGE "
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