{"product_id":"the-brand-flip-why-customers-now-run-companies-and-how-to-profit-from-it-paperback","title":"The Brand Flip: Why Customers Now Run Companies and How to Profit from It - Paperback","description":"\u003cp\u003eby \u003cb\u003eMarty Neumeier\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003eBest-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\/p\u003e  In the 13 years since Neumeier wrote \u003ci\u003eThe Brand Gap\u003c\/i\u003e, the influence of social media has proven his core theory: \"A brand isn't what \u003ci\u003eyou\u003c\/i\u003e say it is - it's what \u003ci\u003ethey\u003c\/i\u003e say it is.\" People are no longer consumers or market segments or tiny blips in big data. They don't \u003ci\u003ebuy\u003c\/i\u003e brands. They \u003ci\u003ejoin\u003c\/i\u003e 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?\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003cb\u003eMarty Neumeier\u003c\/b\u003e is an author, designer, and business adviser. His previous \"whiteboard\" books includes \u003ci\u003eThe Brand Gap\u003c\/i\u003e, widely considered the foundation of modern brand-building; \u003ci\u003eZAG\u003c\/i\u003e, named one of the \"top hundred business books of all time\" for its insights into brand strategy; \u003ci\u003eThe Designful Company\u003c\/i\u003e, a guide to building a culture of nonstop innovation; and \u003ci\u003eThe 46 Rules of Genius\u003c\/i\u003e, which lays out a universal map to innovation mastery.\u003c\/p\u003e \u003cbr\u003e In 1996, Neumeier founded \u003ci\u003eCritique\u003c\/i\u003e 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. \u003cbr\u003e 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. \u003cp\u003e\u003c\/p\u003e \u003cp\u003e\u003c\/p\u003e\u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 160\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.23 x 7.97 x 5.37 IN\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e August 09, 2015\u003c\/div\u003e","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":51753703571744,"sku":"9780134172811","price":39.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0974\/9764\/5344\/files\/611bdf54e55e0cf8ac4322e736de1f92.webp?v=1780025859","url":"https:\/\/ebocreations.com\/products\/the-brand-flip-why-customers-now-run-companies-and-how-to-profit-from-it-paperback","provider":"The E-Book Oasis LLC","version":"1.0","type":"link"}