Brand Flip, The

Marty 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