Why customers now run companies and how to profit from it
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Köp båda 2 för 460 krMarty Neumeier does it again: with his finger firmly on the future of branding, he shreds conventional marketing wisdom. Read this book!
NIRAJ DAWAR, author of Tilt, professor at the Ivey Business School
The Brand Flip will absolutely be the new bible for branding. It goes immediately onto my list of the top books Ive ever read.
JOHN SPENCE, AUTHOR OF AWESOMELY SIMPLE AND TOP 100 BUSINESS THOUGHT LEADER
An exhilarating dive into the big new truth: companies dont make brands, customers do.
ROBERT JONES, STRATEGIST AT WOLFF OLINS AND PROFESSOR AT UNIVERSITY OF EAST ANGLIA
Timeless marketing wisdom applied to a tricky future.
ROGER MARTIN, MANAGEMENT THINKER, AUTHOR OF THE DESIGN OF BUSINESS
Marty Neumeier is a master storyteller, making this powerful book as enjoyable to read as it is illuminating. The psychology of consumers has fundamentally changed over the last decade. Marty takes the 'daunting' out of the daunting task of adapting to this change.
KIT YARROW, PH.D, CONSUMER PSYCHOLOGIST AND AUTHOR OF DECODING THE CONSUMER MIND
Insight! Marty Neumeier brings incisive clarity to that disorienting encounter between real people, societal change, and business strategy. Just flip!
RIC GREF, EXECUTIVE DIRECTOR OF AIGA, THE PROFESSIONAL ASSOCIATION FOR DESIGN
Marty Neumeier brilliantly groks how changes in the human capital of customers can transform the brand equity of products and services. THE BRAND FLIP is the investment manual for marketers who want to make that human capital even more valuable.
MICHAEL SCHRAGE, AUTHOR OF WHO DO YOU WANT YOUR CUSTOMERS TO BECOME?
Get smart: Read THE BRAND FLIP and learn a) why customers want to take over your brand, and b) how to help them do it.
GREG PETROFF, CHIEF EXPERIENCE OFFICER AT GE
Marty Neumeier began his career as a designer, but soon added writing and strategy to his repertoire, working variously as an identity designer, art director, copywriter, journalist, package designer, magazine publisher, and brand consultant. By the mid-1990s he had developed hundreds of brand icons, retail packages, and other communications for companies such as Apple, Adobe, Netscape Communications, Eastman Kodak, and Hewlett-Packard. In 2002, Neumeier launched Neutron, a design think tank based in San Francisco focused on internal brand building processes that drive organizational change. While at Neutron, Neumeier wrote a series of three "whiteboard overview" books, titled The Brand Gap, Zag, and Designful Company, which have been hailed as breakthroughs by Fast Company, BusinessWeek, and Harvard Business Review. Zag was recently named one of "The Top 100 Business Books of All Time." In 2009, Neutron merged with Liquid Agency, where Neumeier now serves as Director of Transformation. He currently lives in Santa Barbara, California.
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