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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.
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.
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.
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
| Erscheinungsjahr: | 2015 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Reihe: | Voices That Matter |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9780134172811 |
| ISBN-10: | 0134172817 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Neumeier, Marty |
| Hersteller: |
Pearson
Pearson Education Limited |
| Abbildungen: | illustrations |
| Maße: | 130 x 198 x 16 mm |
| Von/Mit: | Marty Neumeier |
| Erscheinungsdatum: | 30.07.2015 |
| Gewicht: | 0,25 kg |
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.
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
| Erscheinungsjahr: | 2015 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Reihe: | Voices That Matter |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9780134172811 |
| ISBN-10: | 0134172817 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Neumeier, Marty |
| Hersteller: |
Pearson
Pearson Education Limited |
| Abbildungen: | illustrations |
| Maße: | 130 x 198 x 16 mm |
| Von/Mit: | Marty Neumeier |
| Erscheinungsdatum: | 30.07.2015 |
| Gewicht: | 0,25 kg |
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