Brand Flip, The: Why customers now run companies and how to profit from it (Voices That Matter)
Product ID: 16932780
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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 center of the book is the Brand Commitment Matrix, a simple tool for organizing the six primary components of a brand. Your brand community is your tribe. How will you lead it? Review: and "Make it incredibly easy for customers to notice it - Marty you FLIPPED me! "Don't compete. Differentiate".....and "Make it incredibly easy for customers to notice it, choose it, and share it with friends." The previous are the 2 most powerful take homes for me from this great book. Just think about how much energy we spend (and waste) on focusing on our competition (because we marketers and sellers are competitive beasts) especially today as we are in the digital world that is heavily influenced by social media. So keep flipping by proclaiming your rarity each day and in unlimited ways with uninhibited childhood enthusiasm fueling your creative ideas......You will feel this as you read this book and begin envisioning a higher level of how to serve, support, sell, and communicate your brand. This is one of those rare books that sales organizations need to buy for their marketing department and sales forces......when I was in pharma and biotech I was handed quite a few books and Brand Flip trumps them all! Review: Product or Business Brand is Now a Social Thing - This is one of three wonderful books hat talk about Brand in the shorthand of a brilliant presenter with the background, facts and experience to simplify the information as if you were seeing a whiteboard pitch. The simple overriding idea here is that in today's world Brand is built more by the customer than you. A must have if you're building a business, product or service brand.
| Best Sellers Rank | #248,501 in Books ( See Top 100 in Books ) #16 in Product Management #53 in Market Research Business (Books) #499 in Entrepreneurship (Books) |
| Customer Reviews | 4.6 out of 5 stars 480 Reviews |
M**I
and "Make it incredibly easy for customers to notice it
Marty you FLIPPED me! "Don't compete. Differentiate".....and "Make it incredibly easy for customers to notice it, choose it, and share it with friends." The previous are the 2 most powerful take homes for me from this great book. Just think about how much energy we spend (and waste) on focusing on our competition (because we marketers and sellers are competitive beasts) especially today as we are in the digital world that is heavily influenced by social media. So keep flipping by proclaiming your rarity each day and in unlimited ways with uninhibited childhood enthusiasm fueling your creative ideas......You will feel this as you read this book and begin envisioning a higher level of how to serve, support, sell, and communicate your brand. This is one of those rare books that sales organizations need to buy for their marketing department and sales forces......when I was in pharma and biotech I was handed quite a few books and Brand Flip trumps them all!
J**R
Product or Business Brand is Now a Social Thing
This is one of three wonderful books hat talk about Brand in the shorthand of a brilliant presenter with the background, facts and experience to simplify the information as if you were seeing a whiteboard pitch. The simple overriding idea here is that in today's world Brand is built more by the customer than you. A must have if you're building a business, product or service brand.
D**S
Not a bad read in general
There are a few chapters that may give you the impression that the author was too lazy to explain the points he was making (the chapter about the "Design" for instance). Other than that the book is easy to read, the advices are practical and applicable in real life.
L**U
Game changer
I really enjoyed this book. Immediately implementable and full of game changing insights. I really love it.
F**D
Shaped my mind
This Is The Most Amazing Book ever On Branding It Really Helped Me Shape My Mind on My Business Thanks
M**E
the best book on modern branding i have read so far
truly changes your thinking or focuses your efforts. this book made me realize what i want to be doing with my professional life.
A**R
Excellent book for all martketers
Intelligently and simply written cook book for brand duilding with clear applicable examples. A must read for anyone that works in marketing.
S**Z
Great fast read about changing companies
In order to have better results in your company, just flip the company-based structure into a user-based one and ta-da! Marty, here, tells you how to do it just perfectly.
M**E
Brands are changing. So FLIP or BE FLIPPED. Best branding book of the year.
More than a decade ago Marty Neumeier redefined branding with The Brand Gap. At that time he identified the rising power of the customer, encapsulated in the phrase 'A brand is not what YOU say it is, it's what THEY say it is'. The Brand Flip continues to turn everything on its head - with the rise of social media, authenticity and meaning, customers are now helping to build and own the brands they identify with. The book contains more than just great insights and concepts, it's packed with practical examples and methods for applying the new thinking to your own business or brand. I particularly like the simplicity of the 'Brand Commitment Matrix', aligning customer and brand in an elegant symbiosis. Forget the 'purchasing funnel', start thinking 'brand ladder'! In the world of business books there are not many I would call 'an exciting read' but Marty Neumeier's books are a refreshing exception. They are unique in that they are accessible both to business owners wanting to explore the value of branding, but equally to seasoned brand professionals on the look-out for inspiration and fresh perspectives. I read half a dozen books on brand each year and this one stands out a mile.
T**O
Einfach nur wild
Das best Buch. Wird jedem helfen eine starke Brand aufzubauen 🤝
S**S
Today's best branding book
I'm brand consultant and I got fresh ideas and inspiration from the book. Easy reading and clear ideas about the present and the future of brands.
T**N
Good book. Very High Priced
Awesome book. A different perspectives. Very costly though. Shouldn't be more than 500-600rs in India. It's currently more than 2000rs which is very very high.
S**N
A must Read. Fast shipping. Perfect condition.
Great book! Arrived in perfect condition and is the best purpose driven branding and brand ideology book for today’s meaningful, disruptive and impactful brands.
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