The Brand Flip : Why customers now run companies and how to profit from it
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?
- Paperback | 160 pages
- 137 x 204 x 13mm | 262g
- 09 Aug 2015
- Pearson Education (US)
- New Riders Publishing
- United States
Other books in this series
27 Jun 2014
20 May 2011
01 Jun 2011
04 Dec 2012
11 Sep 2011
17 Dec 2015
01 Sep 2012
Mixed media product
22 Mar 2012
05 Apr 2012
08 Oct 2015
Table of contents
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
ABOUT THE AUTHOR
-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 GREFE, 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
About Marty Neumeier
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.