The Brand Flip: Why Customers Now Run Companies and How to Profit from It

Valutazione media 4,34
( su 65 valutazioni fornite da GoodReads )
 
9780134172811: The Brand Flip: Why Customers Now Run Companies and How to Profit from It

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.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

Sinossi:

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?

Recensione:

“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


Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

I migliori risultati di ricerca su AbeBooks

1.

Neumeier, Marty
ISBN 10: 0134172817 ISBN 13: 9780134172811
Nuovi Quantità: 5
Da
GreatBookPrices
(Columbia, MD, U.S.A.)
Valutazione libreria
[?]

Descrizione libro Condizione libro: New. Codice libro della libreria 23158077-n

Maggiori informazioni su questa libreria | Fare una domanda alla libreria

Compra nuovo
EUR 13,07
Convertire valuta

Aggiungere al carrello

Spese di spedizione: EUR 2,42
In U.S.A.
Destinazione, tempi e costi

2.

Marty Neumeier
Editore: Pearson Education (US), United States (2015)
ISBN 10: 0134172817 ISBN 13: 9780134172811
Nuovi Paperback Quantità: 1
Da
The Book Depository US
(London, Regno Unito)
Valutazione libreria
[?]

Descrizione libro Pearson Education (US), United States, 2015. Paperback. Condizione libro: New. 203 x 140 mm. Language: English . Brand New Book. 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?. Codice libro della libreria AAS9780134172811

Maggiori informazioni su questa libreria | Fare una domanda alla libreria

Compra nuovo
EUR 15,88
Convertire valuta

Aggiungere al carrello

Spese di spedizione: GRATIS
Da: Regno Unito a: U.S.A.
Destinazione, tempi e costi

3.

Neumeier, Marty
Editore: Pearson P T R (2015)
ISBN 10: 0134172817 ISBN 13: 9780134172811
Nuovi Quantità: > 20
Da
Paperbackshop-US
(Wood Dale, IL, U.S.A.)
Valutazione libreria
[?]

Descrizione libro Pearson P T R, 2015. PAP. Condizione libro: New. New Book. Shipped from UK within 10 to 14 business days. Established seller since 2000. Codice libro della libreria PJ-9780134172811

Maggiori informazioni su questa libreria | Fare una domanda alla libreria

Compra nuovo
EUR 12,30
Convertire valuta

Aggiungere al carrello

Spese di spedizione: EUR 3,66
In U.S.A.
Destinazione, tempi e costi

4.

Neumeier, Marty
Editore: Prentice Hall
ISBN 10: 0134172817 ISBN 13: 9780134172811
Nuovi Quantità: > 20
Da
INDOO
(Avenel, NJ, U.S.A.)
Valutazione libreria
[?]

Descrizione libro Prentice Hall. Condizione libro: New. Brand New. Codice libro della libreria 0134172817

Maggiori informazioni su questa libreria | Fare una domanda alla libreria

Compra nuovo
EUR 13,99
Convertire valuta

Aggiungere al carrello

Spese di spedizione: EUR 3,21
In U.S.A.
Destinazione, tempi e costi

5.

Neumeier, Marty
Editore: Pearson P T R (2015)
ISBN 10: 0134172817 ISBN 13: 9780134172811
Nuovi Quantità: 1
Da
PBShop
(Wood Dale, IL, U.S.A.)
Valutazione libreria
[?]

Descrizione libro Pearson P T R, 2015. PAP. Condizione libro: New. New Book.Shipped from US within 10 to 14 business days. Established seller since 2000. Codice libro della libreria IB-9780134172811

Maggiori informazioni su questa libreria | Fare una domanda alla libreria

Compra nuovo
EUR 13,91
Convertire valuta

Aggiungere al carrello

Spese di spedizione: EUR 3,66
In U.S.A.
Destinazione, tempi e costi

6.

Marty Neumeier
Editore: Pearson Education (US), United States (2015)
ISBN 10: 0134172817 ISBN 13: 9780134172811
Nuovi Paperback Quantità: 1
Da
The Book Depository
(London, Regno Unito)
Valutazione libreria
[?]

Descrizione libro Pearson Education (US), United States, 2015. Paperback. Condizione libro: New. 203 x 140 mm. Language: English . Brand New Book. 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?. Codice libro della libreria AAS9780134172811

Maggiori informazioni su questa libreria | Fare una domanda alla libreria

Compra nuovo
EUR 17,89
Convertire valuta

Aggiungere al carrello

Spese di spedizione: GRATIS
Da: Regno Unito a: U.S.A.
Destinazione, tempi e costi

7.

Marty Neumeier
ISBN 10: 0134172817 ISBN 13: 9780134172811
Nuovi Quantità: 2
Da
BWB
(Valley Stream, NY, U.S.A.)
Valutazione libreria
[?]

Descrizione libro Condizione libro: New. Depending on your location, this item may ship from the US or UK. Codice libro della libreria 97801341728110000000

Maggiori informazioni su questa libreria | Fare una domanda alla libreria

Compra nuovo
EUR 18,55
Convertire valuta

Aggiungere al carrello

Spese di spedizione: GRATIS
In U.S.A.
Destinazione, tempi e costi

8.

Neumeier, Marty
Editore: New Riders (2015)
ISBN 10: 0134172817 ISBN 13: 9780134172811
Nuovi Paperback Quantità: 3
Da
Murray Media
(North Miami Beach, FL, U.S.A.)
Valutazione libreria
[?]

Descrizione libro New Riders, 2015. Paperback. Condizione libro: New. Codice libro della libreria 0134172817

Maggiori informazioni su questa libreria | Fare una domanda alla libreria

Compra nuovo
EUR 16,70
Convertire valuta

Aggiungere al carrello

Spese di spedizione: EUR 2,74
In U.S.A.
Destinazione, tempi e costi

9.

Marty Neumeier
Editore: New Riders
ISBN 10: 0134172817 ISBN 13: 9780134172811
Nuovi Paperback Quantità: 3
Da
BuySomeBooks
(Las Vegas, NV, U.S.A.)
Valutazione libreria
[?]

Descrizione libro New Riders. Paperback. Condizione libro: New. Paperback. 160 pages. 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 havent 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 thats 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. Youll 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 Neumeiers fast-paced whiteboard format, youll learn it all in less time than it takes to read through Facebooks latest privacy update. The choice today is simple: Flip or be flipped. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Paperback. Codice libro della libreria 9780134172811

Maggiori informazioni su questa libreria | Fare una domanda alla libreria

Compra nuovo
EUR 18,85
Convertire valuta

Aggiungere al carrello

Spese di spedizione: EUR 3,62
In U.S.A.
Destinazione, tempi e costi

10.

Marty Neumeier
ISBN 10: 0134172817 ISBN 13: 9780134172811
Nuovi Paperback Quantità: 1
Da
Grand Eagle Retail
(Wilmington, DE, U.S.A.)
Valutazione libreria
[?]

Descrizione libro Paperback. Condizione libro: New. 137mm x 203mm x. Paperback. 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.Shipping may be from multiple locations in the US or from the UK, depending on stock availability. 160 pages. 0.266. Codice libro della libreria 9780134172811

Maggiori informazioni su questa libreria | Fare una domanda alla libreria

Compra nuovo
EUR 22,68
Convertire valuta

Aggiungere al carrello

Spese di spedizione: GRATIS
In U.S.A.
Destinazione, tempi e costi

Vedi altre copie di questo libro

Vedi tutti i risultati per questo libro