Brand Flip, The: Why customers now run companies and how to profit from it (Voices That Matter) 1st Edition

4.7 out of 5 stars 191 ratings
ISBN-13: 978-0134172811
ISBN-10: 0134172817
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From the Publisher

Brand marketing Brand strategy Innovation Brand marketing and strategy Business marketing and strategy
Title The brand gap: How to Bridge the Distance Between Business Strategy and Design Zag: The Strategy of High-Performance Brands The designful company: How to Build a Culture of Nonstop Innovation The brand flip: Why Customers Now Run Companies and How to Profit From It Marty Neumeier's Innovation Toolkit
Who this book is for Those new to branding and brand marketing. Those in the early stages of creating or rethinking a brand. Get this book if you are looking to transform a company, or team, into an engine of nonstop Innovation. If you liked The Brand Gap, you'll love The Brand Flip Anyone interested in transforming their company and brand.
Core Concept In 2003 Marty Neumeier, the first expert to call for the hiring of chief brand officers, or CBOs, redefined a 'brand' from being a logo to being 'a customer’s gut feeling about a product, service, or company'. In other words, 'It’s not what you say it is. It’s what they say it is'. It’s based on a simple but challenging mandate: 'When everyone zigs, zag'. Zagging is the art of positioning a product or company in order to eliminate or minimize competition. Companies that zig (i.e., head in the same direction as their competitors) have no choice but to compete on price. Great brands aren't built in isolation; they require the talent and cooperation of a wide range of people with differing skill sets. The secret of nonstop innovation is design thinking. Today’s customers don't buy brands; they join brands. They no longer want products; they want meaning. They hate to be sold to, but they love to buy—and they buy in tribes. Social media has ushered in ten major changes to how businesses operate. Marty Neumeier presents concepts from his three bestselling 'whiteboard' books—The Brand Gap, Zag, and The Designful Company—to give you the tools you need to thrive in the new economy.
What You Will Learn Marty (the first to identify customer communities as 'brand tribes', passionate devotees who determine the success or failure of any brand) divides brand management into five key competencies: differentiation, collaboration, innovation, validation, and cultivation. At the heart of the book is a simple test: Our brand is the only _________ that _________. By filling in the blanks, you’ll not only build the foundation for a strong brand, but have a filter for every decision you make going forward. Zag was named one of 'the hundred best business books of all time'. How to foster creative collaboration across a variety of roles and silos to deliver a constant stream of innovative products, services, communications, and customer experiences. How to apply the '16 levers of change' to transform your company from a fast follower to an innovation leader. Marty addresses these major changes with simple but powerful frameworks such as the Brand Commitment Matrix, the Brand Commitment Scale, and the Brand Experience Map. As in all of Marty’s whiteboard books, The Brand Flip is filled with insightful graphics that make reading a pleasure. Using memorable principles and simple exercises, Marty leads you and your team on a lively journey from traditional business thinking to 'designful' thinking. You'll come back to these ideas again and again as you transform your company into a powerhouse of nonstop innovation.

Editorial Reviews

Review

“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 I’ve ever read.”

JOHN SPENCE, AUTHOR OF AWESOMELY SIMPLE AND “TOP 100 BUSINESS THOUGHT LEADER”

 

“An exhilarating dive into the big new truth: companies don’t 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 GREFÉ, 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


About the Author

Marty Neumeier is an author, designer, and business adviser. His previous “whiteboard” books includes The Brand Gap, widely considered the foundation of modern brand-building; ZAG, named one of the “top hundred business books of all time” for its insights into brand strategy; The Designful Company, a guide to building a culture of nonstop innovation; and The 46 Rules of Genius, which lays out a universal map to innovation mastery.

  

In 1996, Neumeier founded Critique magazine, the first journal about design thinking. He has worked closely with innovative companies such as Apple, Netscape, Sun Microsystems, Adobe, Google, and Twitter to help advance their brands and cultures.

   

Today he serves as Director of Transformation for Liquid Agency in Silicon Valley, and travels extensively as a workshop leader and speaker on the topics of innovation, brand, and design.





Product details

  • Publisher ‏ : ‎ New Riders; 1st edition (July 30, 2015)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 160 pages
  • ISBN-10 ‏ : ‎ 0134172817
  • ISBN-13 ‏ : ‎ 978-0134172811
  • Item Weight ‏ : ‎ 9.2 ounces
  • Dimensions ‏ : ‎ 5.2 x 0.8 x 7.9 inches
  • Customer Reviews:
    4.7 out of 5 stars 191 ratings

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Marty Neumeier is an author, designer, and brand adviser whose mission is to bring the principles and processes of design to business. His series of “whiteboard” books includes ZAG, named one of the “top hundred business books of all time,” and THE DESIGNFUL COMPANY, a bestselling guide to nonstop innovation. An online presentation of his first book, THE BRAND GAP, has been viewed more than 22 million times since 2003. A sequel, THE BRAND FLIP, lays out a new process for building brands in the age of social media and customer dominance. His most recent book, SCRAMBLE, is a “business thriller” about how to build a brand quickly with a new process called agile strategy. In 1996, Neumeier founded Critique magazine, the first journal about design thinking. He has worked closely with innovative companies such as Apple, Netscape, Sun Microsystems, HP, Adobe, Google, and Microsoft to help advance their brands and cultures. Today he serves as Director of Transformation for Liquid Agency in Silicon Valley, and travels extensively as a workshop leader and speaker on the topics of design, brand, and innovation. He and his wife divide their time between California and southwest France.

Customer reviews

4.7 out of 5 stars
4.7 out of 5
191 global ratings
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Top reviews from the United States

Reviewed in the United States on August 17, 2015
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Reviewed in the United States on December 7, 2016
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Reviewed in the United States on May 14, 2020
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Reviewed in the United States on August 15, 2019
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Reviewed in the United States on June 28, 2017
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Reviewed in the United States on December 24, 2016
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Reviewed in the United States on February 13, 2018
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Top reviews from other countries

Michael Dale
5.0 out of 5 stars Brands are changing. So FLIP or BE FLIPPED. Best branding book of the year.
Reviewed in the United Kingdom on August 30, 2015
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3 people found this helpful
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kunle Adelusi
5.0 out of 5 stars Another empowering and thought-provoking piece by Marty Neumeier
Reviewed in the United Kingdom on August 23, 2018
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Avid reader
5.0 out of 5 stars Awesome book
Reviewed in the United Kingdom on February 18, 2018
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Alessandro Perilli
3.0 out of 5 stars Great hypothesis, poor proof
Reviewed in the United Kingdom on December 3, 2019
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Ricardo Saltz Gulko
4.0 out of 5 stars Very good reading! Worth to acquire it! It is a real Brand Flip! :-)
Reviewed in the United Kingdom on October 4, 2015
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