Brand Flip, The

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 ...
Publisher: Pearson
ISBN: 9780134172811
Delivery date: 5-10 Business Days
$34.95
Your price: $32.50
Ship to
*
*
Shipping Method
Name
Estimated Delivery
Price
No shipping options
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 centre of the book is the Brand Commitment Matrix, a simple tool for organising the six primary components of a brand. Your brand community is your tribe. How will you lead it?
Products specifications
Attribute nameAttribute value
AudienceProfessional and scholarly
FormatPaperback
Author(s)Marty Neumeier
Edition1