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The Brand Flip: Why customers now run companies and how to profit from it (Voices That Matter), by Marty Neumeier
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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?
- Sales Rank: #58085 in Books
- Published on: 2015-08-09
- Released on: 2008-12-30
- Original language: English
- Number of items: 1
- Dimensions: 7.80″ h x .70″ w x 5.20″ l, .0 pounds
- Binding: Paperback
- 160 pages
“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
About the Author
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.
Most helpful customer reviews
5 of 5 people found the following review helpful.
The choice: companies “can leap into the future and possibly land on their feet” or wait to be run over by the competition
By Robert Morris
I have read and reviewed all of Marty Neumeier’s previously published books and thus was eager to read his latest in which he explains how and why “customers now run companies — and how to profit from it.” We all realize that, in recent years, there has been a major paradigm shift that transferred majority control of the purchase process from seller to buyer. I cannot recall a prior time when buyers were better informed, less patient, and more demanding than they are now.
This is what Neumeier has in mind when observing, “The best customers are no longer consumers or market segments or tiny blips in big data. They’re individuals with hopes, dreams, needs, and emotions. They exercise judgment, indulge in whims, express personal views, and write their own life stories. They’re proactive, skeptical, and creative. They’ve reached the top of Maslow’s Pyramid, where the goals are autonomy, growth, and fulfillment. They don’t ‘consume.’ HAVING more runs a distant second to BEING more.” The implications of this “flip” are numerous and of immense significance. The new caution is “caveat vendit” (seller beware) and while it may be implicit, it is certainly emphatic.
To what does the title refer? The aforementioned transition is part of the answer but there are other issues as well. In each of the 18 chapters, Neumeier examines an individual flip — “an accepted business truth upended by technological change. These individual flips add up to the overall flip.” He hastens to add, “Yet this book is not just a description of change, but a prescription for it.” If I understand Neumeier on this point (and I may not), marketing must become so customer-centric that a buyer and the given brand are indistinguishable.
I agree with Neumeier that the term “brand” remains the essence of Peter Drucker’s assessment that (a) business has only one valid purpose: to create a customer; and if so, (b) business has only two basic function s: innovation to produce better products and marketing to tell the stories that sell them.” In fact, Drucker’s vision was for marketing to make selling “superfluous.”
Neumeier lists “10 New Realities” (Pages 8-17) and then shifts his attention to the aforementioned individual flips in sequence. Each suggests one of probably several dozen disruptions of the traditional seller-buyer relationship. He also provides a list of “25 Intangibles That Add Value.” I urge marketers who read this book to use this list to conduct a candid assessment of their own brand whatever it may be…and do so within the framework of the new realities.
These are among the several dozen passages of greatest interest and value to me, also listed to suggest the scope of Neumeier’s coverage:
o 10 New Realities (Pages 8-17)
o 25 Intangibles That Add Value (26)
o The Power of Loyalty (31)
o Anatomy of a Mom Blogger (46)
o Customers: Identity, Aims, and Mores (49)
o The Authenticity Scorecard (55)
o Onlyness Is the Secret of Positioning (60)
o Ritz-Carlton Service Values (67)
o Touchpoint Menu (72)
o Brand Experience Map 78)
o What Can You Fix? (82)
o The Seven Enemies of Simplicity (102)
o Purchase Funnel (121)
o Brand Commitment Scale (125)
o Brand Commitment Survey (126)
o Take-Home Lessons (131-133)
Who will derive the greatest benefit from this book? Although the target market may seem to be marketers, that would be an incorrect assumption. I propose three working assumptions. First, that all organizations need effective leadership at all levels and all areas of the given enterprise. Next, that the healthiest organizations have a workplace culture within which personal growth and professional development are most likely to thrive. Finally, that as Peter Drucker suggests, the most successful organizations will produce better products and/or services [begin italics] perceived by their customers [end italics] to offer the greatest value in combination with a purchase experience that is [begin italics] perceived by their customers [end italics] to be most convenient and most pleasant.
Those who will derive the greatest value from this book will probably be in one of two groups: those in companies annually ranked among the most highly regarded and best to work for as well as most profitable with the greatest cap value in their industry, and, those who aspire to be associated with a such company.
The stakes are high, as Neumeier indicates:
o The most loyal 50 percent of customers would pay a 25 percent premium before switching brands.
o Loyal customers spend 33 percent more than new customers.
o The probability of selling to a new customer is only 5-20 percent, whereas the probability of selling to an existing customer is 60-70 percent.
o Customers that have an emotional connection to a company are 4 times as likely to do business with it.
o In many categories, the most loyal 10 percent of customers generates 50 percent of the revenue.
o In some sectors, a 2 percent increase in loyalty is equivalent to a 10 percent cost reduction.
o A 5 percent increase in customer retention can mean a 30 percent increase in profits.
o A 5 percent increase in loyalty can mean a 95 percent increase in profits over a customer’s lifetime.
I think this is Marty Neumeier’s most valuable book…thus far. His insights and counsel will have wider and deeper impact because they have wider and deeper relevance to any organization, whatever its size and nature may be. THE BRAND FLIP is a brilliant achievement. Bravo!
4 of 4 people found the following review helpful.
and “Make it incredibly easy for customers to notice it
By Marc Andreozzi
Marty you FLIPPED me! “Don’t compete. Differentiate”…..and “Make it incredibly easy for customers to notice it, choose it, and share it with friends.” The previous are the 2 most powerful take homes for me from this great book. Just think about how much energy we spend (and waste) on focusing on our competition (because we marketers and sellers are competitive beasts) especially today as we are in the digital world that is heavily influenced by social media. So keep flipping by proclaiming your rarity each day and in unlimited ways with uninhibited childhood enthusiasm fueling your creative ideas……You will feel this as you read this book and begin envisioning a higher level of how to serve, support, sell, and communicate your brand. This is one of those rare books that sales organizations need to buy for their marketing department and sales forces……when I was in pharma and biotech I was handed quite a few books and Brand Flip trumps them all!
2 of 2 people found the following review helpful.
Simple. Brilliant. The new principles of branding.
By Tobias Dahlberg
With Brand Flip, Marty Neumeier delivers another smash hit, a much needed addition to the stock of branding literature available. As before, with his whiteboard books, Marty has distilled several bookshelves worth of wisdom into a crystal clear, concise format – filled with powerful ideas and principles. Like great design, Marty’s books stand out thanks to their simplicity and beauty, making most business books appear poorly structured and complex – almost like old Microsoft software.
Brand Flip delivers the best in brand thinking in a mere two hours. I only wish this book would be widely read by everyone working with branding, i.e. everyone in business.
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