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Brand Flip, The: Why customers now run companies and how to profit from it, 1st edition

Published by New Riders (July 30, 2015) © 2016

  • Marty Neumeier

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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 brand strategy and marketing students how to make the leap to a consumer-driven future using a mixture of advice and tools presented in a lively graphic format. They’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, they’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.

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

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.



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