The Brand Flip: Why Customers Now Run Companies And How To Profit From It

Paperback | July 30, 2015

byMarty Neumeier

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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?

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From the Publisher

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...

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 no...

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Format:PaperbackDimensions:160 pages, 7.8 × 5.2 × 0.7 inPublished:July 30, 2015Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0134172817

ISBN - 13:9780134172811

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Customer Reviews of The Brand Flip: Why Customers Now Run Companies And How To Profit From It

Reviews

Extra Content

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

Editorial Reviews

“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 of Tilt, professor at the Ivey 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 OF AWESOMELY SIMPLE AND “TOP 100 BUSINESS THOUGHT LEADER”   “An exhilarating dive into the big new truth: companies don’t make brands, customers do.” –ROBERT JONES, STRATEGIST AT WOLFF OLINS AND PROFESSOR AT UNIVERSITY OF EAST ANGLIA   “Timeless marketing wisdom applied to a tricky future.” –ROGER MARTIN, MANAGEMENT THINKER, AUTHOR OF THE 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 OF DECODING THE CONSUMER MIND   Insight! Marty Neumeier brings incisive clarity to that disorienting encounter between real people, societal change, and business strategy. Just flip! –RIC GREFÉ, EXECUTIVE DIRECTOR OF AIGA, 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 OF WHO 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 AT GE