The Brand Flip

Why customers now run companies and how to profit from it
1. Auflage 2015
ISBN: 978-0-13-417281-1
Verlag: Pearson

Buch, Englisch, 160 Seiten, Format (B × H): 138 mm x 216 mm, Gewicht: 208 g

Reihe: Voices That Matter

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?

Autoren/Hrsg.

Neumeier, Marty

Inhaltsverzeichnis

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

Über Autor(innen)

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.