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

by Marty Neumeier

2020-12-31 04:28:39

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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 cre... Read more

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? Less

Book Details

File size8 X 5.2 X 0.5 in
Print pages160
PublisherPearson Education
Publication date July 30, 2015
LanguageEnglish
ISBN9780134172811
autor-image
Marty Neumeier
Author
Marty Neumeier's professional mission is to "incite business revolution by unleashing the power of design thinking." He does this by writing books, conducting workshops, and speaking internationally a...

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