Brand Flip, The

Reihe
New Riders
Autor
Marty Neumeier  
Verlag
New Riders
Einband
Softcover
Auflage
1
Sprache
Englisch
Seiten
160
Erschienen
Juli 2015
ISBN13
9780134172811
ISBN
0134172817
Related Titles


Produktdetail

Artikel Preis SFr Verfügbar  
9780134172811
Brand Flip, The
28.50 unbestimmt

Description

In the 13 years since Marty Neumeier wrote The Brand Gap, the gulf between business strategy and customer experience has finally begun to shrink. Many companies have bridged the gap to build powerful brands, radically differentiating their products and doubling down on design.

But even the most successful haven’t read the full memo. The rise of branding, now fueled by social media, has placed the future of companies firmly in the hands of customers. This is the brand flip, a pan-industry judo throw that’s taking down some companies and raising others to the status of superstars.

In this refreshingly clear book, Neumeier shows brand strategy and marketing students how to make the leap to a consumer-driven future using a mixture of advice and tools presented in a lively graphic format. They’ll learn how to make the flip from selling features to selling experience, from cost-based pricing to relationship-based pricing, from value protection to value creation, and from satisfaction to empowerment. And, thanks to Neumeier’s fast-paced whiteboard format, they’ll learn it all in less time than it takes to read through Facebook’s latest privacy update.

The choice today is simple: Flip or be flipped.

Table of Contents

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

Author

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.





Reader Review(s)

“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