Marty Neumeier

Brand Flip, The (eBook, PDF)

Why customers now run companies and how to profit from it

• Format: PDF

Produktbeschreibung

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?

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Produktdetails

• Verlag: Pearson ITP
• Seitenzahl: 160
• Altersempfehlung: ab 18 Jahre
• Erscheinungstermin: 10. Juli 2015
• Englisch
• ISBN-13: 9780134172958
• Artikelnr.: 43814602

Autorenporträt

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.

Inhaltsangabe

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