Brand Flip, The ePUB

Level/Grade: Professional
Author(s): Neumeier, M
ISBN: 9780134172972
License: Perpetual licence
File type: ePub
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, 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?

Benefits of the ePUB format​ include:​
  • The ability to view on ​a ​desktop computer, notebook or tablet;
  • The ability to adjust fonts, rotate and flip pages, causing content to reflow to fit the device's screen giving the user a more flexible experience; and
  • The ability to take notes, highlight and bookmark.
Country South Africa
Product Type Text Book
Author(s) Neumeier, M
Level/Grade Professional
Brand Not applicable
Imprint New Riders
ISBN 9780134172972
Licence Perpetual licence
File type ePub
Format ePUB
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