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

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E-Book Overview

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?

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E-Book Information

• Year: 2,015

• Language: English

• Topic: 4

• Identifier: 9,780,134,172,972

• Asin: B012FUA6QU

• Org File Size: 4,733,237

• Extension: epub

• Tags: business marketing branding

• Toc: Title Page Copyright Preface Contents INTRODUCTION 10 NEW REALITIES PART 1 - FLIPPING THE BRAND - PRODUCTS ↬ MEANING - TANGIBLE ↬ IMMATERIAL - SELLING ↬ ENROLLING - COMPANY IDENTITY ↬ CUSTOMER IDENTITY - BETTER PRODUCTS ↬ BETTER CUSTOMERS - CUSTOMER SEGMENTS ↬ CUSTOMER TRIBES - TRANSACTIONS ↬ RELATIONSHIPS PART 2 - LEADING THE TRIBE - AUTHORITY ↬ AUTHENTICITY - COMPETING ↬ DIFFERENTIATING - PROCESSES ↬ VALUES - FEATURES ↬ EXPERIENCES - PUNISHMENT ↬ PROTECTION PART 3 - DESIGNING THE WAY FORWARD - DECIDING ↬ DESIGNING - PLANS ↬ EXPERIMENTS - OVERCHOICE ↬ SIMPLICITY - STATIC BRANDS ↬ LIQUID BRANDS - STORYTELLING ↬ STORYFRAMING - PURCHASE FUNNEL ↬ BRAND LADDER TAKE-HOME LESSONS RECOMMENDED READING ACKNOWLEDGMENTS INDEX NOTES ABOUT THE AUTHOR