Brand Flip, The: Why customers now run companies and how to profit from it

Description
Table of Contents

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?

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