9780134172811

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?

Marty Neumeier began his career as a designer, but soon added writing and strategy to his repertoire, working variously as an identity designer, art director, copywriter, journalist, package designer, magazine publisher, and brand consultant. By the mid-1990s he had developed hundreds of brand icons, retail packages, and other communications for companies such as Apple, Adobe, Netscape Communications, Eastman Kodak, and Hewlett-Packard.

In 2002, Neumeier launched Neutron, a design think tank based in San Francisco focused on internal brand building processes that drive organizational change. While at Neutron, Neumeier wrote a series of three “whiteboard overview” books, titled The Brand Gap, Zag, and Designful Company, which have been hailed as breakthroughs by Fast Company, BusinessWeek, and Harvard Business Review. Zag was recently named one of "The Top 100 Business Books of All Time."

In 2009, Neutron merged with Liquid Agency, where Neumeier now serves as Director of Transformation. He currently lives in Santa Barbara, California.

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

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Brand Flip, The Why customers now run companies and how to profit from it

Brand Flip, The Why customers now run companies and how to profit from it

0134172817

Summary

Author Biography

Table of Contents

Supplemental Materials

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