The Brand Flip: Why customers now run companies and how to profit from it 9780134172972

Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-drive

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English Year 2015

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Neumeier
Marty

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Business
Marketing

Table of contents :
Title Page
Copyright
Preface
Contents

INTRODUCTION
10 NEW REALITIES

PART 1
- FLIPPING THE BRAND
- PRODUCTS ↬ MEANING
- TANGIBLE ↬ IMMATERIAL
- SELLING ↬ ENROLLING
- COMPANY IDENTITY ↬ CUSTOMER IDENTITY
- BETTER PRODUCTS ↬ BETTER CUSTOMERS
- CUSTOMER SEGMENTS ↬ CUSTOMER TRIBES
- TRANSACTIONS ↬ RELATIONSHIPS

PART 2
- LEADING THE TRIBE
- AUTHORITY ↬ AUTHENTICITY
- COMPETING ↬ DIFFERENTIATING
- PROCESSES ↬ VALUES
- FEATURES ↬ EXPERIENCES
- PUNISHMENT ↬ PROTECTION

PART 3
- DESIGNING THE WAY FORWARD
- DECIDING ↬ DESIGNING
- PLANS ↬ EXPERIMENTS
- OVERCHOICE ↬ SIMPLICITY
- STATIC BRANDS ↬ LIQUID BRANDS
- STORYTELLING ↬ STORYFRAMING
- PURCHASE FUNNEL ↬ BRAND LADDER

TAKE-HOME LESSONS
RECOMMENDED READING
ACKNOWLEDGMENTS
INDEX
NOTES
ABOUT THE AUTHOR

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