- Editorial:
- NEW RIDERS
- Año de edición:
- 2015
- ISBN:
- 978-0-13-417281-1
- Páginas:
- 160
THE BRAND FLIP
WHY CUSTOMERS NOW RUN COMPANIES--AND HOW TO PROFIT FROM IT : A WHITEBOARD OVERVIEW
MARTY NEUMEIER
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. u003c/pu003e u003c/pu003e In the 13 years since Neumeier wrote u003ciu003eThe Brand Gapu003c/iu003e, the influence of social media has proven his core theory: "A brand isn't what u003ciu003eyouu003c/iu003e say it is - it's what u003ciu003etheyu003c/iu003e say it is." People are no longer consumers or market segments or tiny blips in big data. They don't u003ciu003ebuyu003c/iu003e brands. They u003ciu003ejoinu003c/iu003e 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. u003c/pu003e u003c/pu003e 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?
