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Description
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?
Books
New Riders
Exclusively Paid 
2h 52m 
No Certificate 
160 pages The Brand Flip: Why customers now run companies and how to profit from it
via New Riders
Affiliate notice
-
Type
-
Provider
-
PricingExclusively Paid
-
Duration2h 52m
-
CertificateNo Certificate
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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