Brand Flip, The: Why customers now run companies and how to profit from it (Voices That Matter)
£15.20
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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Additional information
| Publisher | 1st edition (30 Dec. 2008), New Riders |
|---|---|
| Language | English |
| Paperback | 160 pages |
| ISBN-10 | 0134172817 |
| ISBN-13 | 978-0134172811 |
| Dimensions | 13.34 x 2.16 x 20.19 cm |
by S. Sarwar
Some great principles in here that have helped our agency a lot presenting things in a different perspective!
by Chris B
I found this book to be mindblowing. Whilst it’s essentially about branding, the ideas and principles he convers impact every aspect of business. An excellent, thought provoking book that helps explain underlying shifts in buyer dynamics that impact every business. It challenges the reader to understand the shift that is underway, to understand the implications, and to adjust their business strategy accordingly. Highly Recommended
by kunle Adelusi
Just like Zag, this is another powerful book on branding. A disruptive branding ideas with pragmatic steps that you can easily implement in your business. It provides a revolutionary ideas on how to build a brand in a connected age. In this book Marty unveil the most powerful key on creating and sustaining your customers for life. Every brand conscious person whether a rookie or an expert must get this book.
by Alessandro Perilli
The ideas expressed at the beginning of the book are very interesting and relatable. The rest of the book, tho, doesn’t support them in any way and the fictitious company used to provide a practical example is more an exercise in traditional branding than a proof of the hypothesis.
by Avid reader
Marty is a man of the contemporary times. He understands what takes to make a business work. The relationship between market and customers and how they are the ones who create an industry.
The brand flip is a great book to understand how to position your business within the market
by Stan The Man
A must read if you are in anyway interested or connected to brands
by Ricardo Saltz Gulko
Very good book, worth to take the time and read it. Marty have a very nice view of Brand in real flipped way, the title actually reflects well the book content. I Also recommend this book for you. 🙂
by Michael Dale
More than a decade ago Marty Neumeier redefined branding with The Brand Gap. At that time he identified the rising power of the customer, encapsulated in the phrase ‘A brand is not what YOU say it is, it’s what THEY say it is’. The Brand Flip continues to turn everything on its head – with the rise of social media, authenticity and meaning, customers are now helping to build and own the brands they identify with.
The book contains more than just great insights and concepts, it’s packed with practical examples and methods for applying the new thinking to your own business or brand. I particularly like the simplicity of the ‘Brand Commitment Matrix’, aligning customer and brand in an elegant symbiosis. Forget the ‘purchasing funnel’, start thinking ‘brand ladder’!
In the world of business books there are not many I would call ‘an exciting read’ but Marty Neumeier’s books are a refreshing exception. They are unique in that they are accessible both to business owners wanting to explore the value of branding, but equally to seasoned brand professionals on the look-out for inspiration and fresh perspectives. I read half a dozen books on brand each year and this one stands out a mile.