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The Brand Flip de Marty Neumeier

The Brand Flip: Voices That Matter

Autor Marty Neumeier
en Limba Engleză Paperback – 30 iul 2015
The follow-up to "The Brand Gap" shows readers how to transform their brand into a movement - one that customers co-create, grow and sustain with profits - in the age of social media and customer dominance. Compact, bold, easily digested and accessible, it is presented in the same format as the author's 'whiteboard' books on branding.
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Specificații

ISBN-13: 9780134172811
ISBN-10: 0134172817
Pagini: 160
Ilustrații: illustrations
Dimensiuni: 138 x 216 x 9 mm
Greutate: 0.21 kg
Editura: Pearson
Seria Voices That Matter

Descriere

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.

Notă biografică

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.

Cuprins

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