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

deMarty Neumeier

|anglais
30 juillet 2015|
The Brand Flip: Why Customers Now Run Companies And How To Profit From It de Marty 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?
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 C...
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Titre :The Brand Flip: Why Customers Now Run Companies And How To Profit From It
Format :Couverture souple
Dimensions de l'article :160 pages, 8 X 5.2 X 0.5 po
Dimensions à l'expédition :160 pages, 8 X 5.2 X 0.5 po
Publié le :30 juillet 2015
Publié par :Pearson Education
Langue :anglais
Convient aux âges :Tous les âges
ISBN - 13 :9780134172811

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