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Voices That Matter Ser.: Brand Flip : Why Customers Now Run Companies and How to Profit from It by Marty Neumeier (2015, Trade Paperback)
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How will you lead it?.
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About this product
Product Identifiers
PublisherPearson Education
ISBN-100134172817
ISBN-139780134172811
eBay Product ID (ePID)208653377
Product Key Features
Number of Pages160 Pages
LanguageEnglish
Publication NameBrand Flip : Why Customers Now Run Companies and How to Profit from It
SubjectMarketing / General, Entrepreneurship
Publication Year2015
TypeTextbook
AuthorMarty Neumeier
Subject AreaBusiness & Economics
SeriesVoices That Matter Ser.
FormatTrade Paperback
Dimensions
Item Height0.8 in
Item Weight8.6 Oz
Item Length8 in
Item Width5.2 in
Additional Product Features
Intended AudienceScholarly & Professional
LCCN2015-303303
TitleLeadingThe
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 GREF , 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, "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, "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
Dewey Edition23
IllustratedYes
Dewey Decimal658.8/342
Table Of ContentINTRODUCTION 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
SynopsisBest-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?, 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?, 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?, 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 centre of the book is the Brand Commitment Matrix, a simple tool for organising the six primary components of a brand. Your brand community is your tribe. How will you lead it?
LC Classification NumberHD69.B7
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Ratings and Reviews
Most relevant reviews
- May 12, 2023
Change You View or become Irrelevant
Marty’s perspective on branding inspired me to pick up a number of his books and Two audiobooks. I’m using them as tools for growth in a new industryVerified purchase: YesCondition: Pre-owned
