Brand Flip, The

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?

Auteur

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 nonstop innovation; and The 46 Rules of Genius, which lays out a universal map to innovation mastery.

In 1996, Neumeier founded Critique magazine, the first journal about design thinking. He has worked closely with innovative companies such as Apple, Netscape, Sun Microsystems, Adobe, Google, and Twitter to help advance their brands and cultures.

Today he serves as Director of Transformation for Liquid Agency in Silicon Valley, and travels extensively as a workshop leader and speaker on the topics of innovation, brand, and design.

Contenu

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