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The Brand Flip ─ Why Customers Now Run Companies and How to Profit from It
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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 you how to make the leap to a consumer-driven future using a mixture of advice and tools presented in a lively graphic format. You’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, you’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.
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 you how to make the leap to a consumer-driven future using a mixture of advice and tools presented in a lively graphic format. You’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, you’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.
作者簡介
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.
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.
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