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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?
Inhaltsverzeichnis
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
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