Brand Flip, The: Why customers now run companies and how to profit from it (Voices That Matter)

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9780134172811: Brand Flip, The: Why customers now run companies and how to profit from it (Voices That Matter)

In the 13 years since Marty Neumeier wrote The Brand Gap, the gulf between business strategy and customer experience has finally begun to shrink. Many companies have bridged the gap to build powerful brands, radically differentiating their products and doubling down on design.

But even the most successful haven’t read the full memo. The rise of branding, now fueled by social media, has placed the future of companies firmly in the hands of customers. This is the brand flip, a pan-industry judo throw that’s taking down some companies and raising others to the status of superstars.

In this refreshingly clear book, Neumeier shows you how to make the leap to a consumer-driven future using a mixture of advice and tools presented in a lively graphic format. You’ll learn how to make the flip from selling features to selling experience, from cost-based pricing to relationship-based pricing, from value protection to value creation, and from satisfaction to empowerment. And, thanks to Neumeier’s fast-paced whiteboard format, you’ll learn it all in less time than it takes to read through Facebook’s latest privacy update.

The choice today is simple: Flip or be flipped. 

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Product Description:

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?

Product Description:

Brand Flip

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Book Description Pearson Education (US), United States, 2015. Paperback. Book Condition: New. 203 x 140 mm. Language: English . Brand New 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-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?. Bookseller Inventory # AAC9780134172811

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Book Description Pearson Education (US), United States, 2015. Paperback. Book Condition: New. 203 x 140 mm. Language: English . Brand New 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-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?. Bookseller Inventory # AAC9780134172811

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Book Description New Riders. Paperback. Book Condition: New. Paperback. 160 pages. In the 13 years since Marty Neumeier wrote The Brand Gap, the gulf between business strategy and customer experience has finally begun to shrink. Many companies have bridged the gap to build powerful brands, radically differentiating their products and doubling down on design. But even the most successful havent read the full memo. The rise of branding, now fueled by social media, has placed the future of companies firmly in the hands of customers. This is the brand flip, a pan-industry judo throw thats taking down some companies and raising others to the status of superstars. In this refreshingly clear book, Neumeier shows you how to make the leap to a consumer-driven future using a mixture of advice and tools presented in a lively graphic format. Youll learn how to make the flip from selling features to selling experience, from cost-based pricing to relationship-based pricing, from value protection to value creation, and from satisfaction to empowerment. And, thanks to Neumeiers fast-paced whiteboard format, youll learn it all in less time than it takes to read through Facebooks latest privacy update. The choice today is simple: Flip or be flipped. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Paperback. Bookseller Inventory # 9780134172811

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Book Description Paperback. Book Condition: New. 137mm x 203mm x. Paperback. 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.Shipping may be from multiple locations in the US or from the UK, depending on stock availability. 160 pages. 0.266. Bookseller Inventory # 9780134172811

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