EAN: 9780134172811

THE BRAND FLIP - MARTY NEUMEIER KARTONIERT (TB)

In the 13 years since Marty Neumeier wrote The Brand Gap  the gulf between business strategy
and customer experience has finally begun to shrink. Many companies have bridged the gap to
build powerful brands  radically differentiating their products and doubling down on design.
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.

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